Absolut celebrates off-trade sales

24 April, 2009

The off-trade has been one of the fastest growing markets for Absolut vodka since its acquisition by Pernod Ricard last year.

A comparison of Nielsen stats from around the world show take-home sales growing 20% in the nine months to the end of March, with only Germany (+41%) showing faster growth among the major world markets.

The figures come as Pernod rolls out a heavyweight ad campaign in mainstream cinemas and on news websites.

The new ads show a world “where the only currency is human kindness”, including shoppers paying for groceries with hugs and a hotel bellboy getting a shoulder massage from his employer.

Mark Hamilton, head of marketing for vodkas at Pernod Ricard UK, said: “The new campaign will further intensify the excitement and intrigue we’re generating around the Absolut brand at the moment.”?Absolut and other brands from the Vin & Sprit acquisition contributed an extra E600 million to Pernod Ricard’s total sales of E5.6 billion in the first three quarters of the year.

Organic growth in Europe, excluding France, was 2% down on the same period in 2007-8, and third quarter sales were 17% lower than a year earlier.

In the year? to? date, only Martell, Mumm, Jameson, Havana Club and Glenlivet saw an organic rise in net sales globally, with double digit falls for Perrier-Jou?ët and Kahlua.

Limited edition Malibu bottles featuring summer cocktail recipes will hit shelves next month.

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