Pernod Ricard hopes to use gift
packs rather than price cuts to attract cash-strapped shoppers this Christmas.
Despite the economic downturn, the producer is attempting to avoid deep discounts on its wine and spirits brands over the festive season.
Wine channel director Ian Minichiello said: "We're trying to add value to the retailer and the consumer. Pricing is not our main lever
- the drive is about adding value."
The credit crunch is having little impact on the premium wines and spirits market, according to Dan Reuby, Pernod's customer development director. "Nothing is coming out of our consumer base saying the added-value message is one that isn't going to be successful.
"We're not seeing a downturn in off-trade growth
and we've got some evidence that, in times of economic difficulty, consumers feel more comfortable about buying recognised brands," he said.
In October, 1.1 million gift packs will go into the trade, with a 25% up weight around Pernod's premium SKUs.
Both Martell VS and Martell VSOP Medallion will be available in gift packs as part of Pernod's strategy of growing sales of higher marque Cognac.
The gift packs will be advertised for the first time in ads in retailers' in-house magazines and online.
Pernod's core brands will be backed by advertising campaigns in the run-up to Christmas .
Pernod's festive gift packs
Chivas Regal - luxury tin designed by New York architect Evan Douglis
Jameson - bottles will be available in a metallic-finish green box or a silver presentation tin
Martell Cognac - gift boxes, tins, leather boxes and gift sets incorporating branded Martell
The Glenlivet - leather boxes for
12 and 15
Old expressions, and leather box with a ribbon seal for 18 Year Old
Perrier-Jouët Champagne - gift pack for Belle Époque comes with two Champagne flutes
Mumm Champagne - bottle of Cordon Rouge in a silver tin, Mumm de Cramant gift box, and a Cuvée R Lalou gift box
Jacob's Creek - twin gift pack
of Sparkling Brut and Sparkling Rosé, and twin packs for Blends and Reserve ranges (Reserve Chardonnay with Cabernet Sauvignon, and Semillon/Chardonnay
with Shiraz/Cabernet ).