Rather than just offering its sparkling, Champagne and spirits brands in gift packs, the company will roll out its tri-varietal range Jacob’s Creek Three Vines in a gift pack containing three bottles – a Semillon/Sauvignon Blanc/Viognier blend, a Shiraz/Grenache/Sangiovese, and a Shiraz/Cabernet Sauvignon/Tempranillo – with a recommended retail price of £20.99.
Jacob’s Creek Reserve Shiraz and Chardonnay will also be available in gift boxes with a recommended retail price of £8.99.
Last Christmas Pernod’s light wine brands grew 9% in value in the eight weeks to December 12 compared with the same period the previous year, according to Nielsen.
G.H Mumm, Montana and Jacob’s Creek put in the best performance, with value sales up 28%, 17% and 9% respectively.
Despite trying economic conditions Pernod will focus on pushing its premium brands priced above £12 this Christmas following extensive consumer research that shows “people are willing to trade-up for special festive occasions”, said customer development director Dan Reuby.
“It will be high quality and successful spirit, wine and Champagne brands that are the key to capitalising upon this and driving profitability,” he said.
Pernod’s marketing spend in the run-up to Christmas will be “in line with last year”, Reuby added. For the first time Absolut and Jacob’s Creek Three Vines will be supported by above-the-line ad campaigns in December.