The French drinks giant’s portfolio includes the likes of Jameson, Absolut, Chivas Regal and Campo Viejo, but it believes Malibu and Jacob’s Creek have the greatest “affinity with summer”.
It has teamed up with Asos, Look magazine, Nails Inc and Toni and Guy to target 29 million consumers with its “Malibutique” campaign.
Malibu will host pop-up cocktail bars and boutiques in London, Liverpool, Birmingham and Manchester and offer fashion advice to women aged 18-34.
Jacob’s Creek is resuming its sponsorship of the Wimbledon tennis tournament, and this will tie in with an outdoor and digital ad campaign targeting women aged 35-54.
Patrick Venning, marketing director at Pernod Ricard UK, said: “We will be driving engagement and investment across our entire wines and spirits portfolio but Malibu and Jacob’s Creek will account for the lions share because of their natural affinity with summer.
“Both Malibu and Jacob’s Creek are going to be at the forefront of our consumers’ minds and in demand throughout the summer months so we would urge retailers to capitalise on our activity and make sure our brands feature prominently on their shelves and back-bars.
“Importantly though, all of our activation has been tailored to deliver value adding solutions for the trade – so whether in the on- or off-trade across the UK, we are looking to increase profit margins for our customers, allowing them to capitalise on the busy summer trading period.”
An on-pack promotion on Jacob’s Creek will offer drinkers the chance to win tickets to the Wimbledon Finals, and it is also giving away 500 iPad Minis.
The neck-collar promotion will go out on more than 2 million bottles.
The brand is also introducing a range of Limited Edition bottles to celebrate the partnership, which features all-white packaging in homage to the tennis kits worn by the stars of the sport.
These bottles will be in-store at Sainsbury’s from mid-June.