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Pernod Ricard invests £5m to support the on-trade and communities this Christmas

Eleanor Dallaway

Eleanor Dallaway

29 November 2019

Pernod Ricard UK is spending £5m this Christmas in a number of initiatives to support the on-trade and its bartenders, with a good old splash of community festive goodwill on top.


According to the CGA Christmas Report 2018, less people visited the on-trade in 2018 than the previous year, but visited more often. With this in mind, Pernod Ricard is committed to helping the on-trade secure repeat visits and higher spend. And, because it’s Christmas, it’s also putting an added touch of conviviality and heart into its campaign, with initiatives like the Know Your Neighbour network.

With a 37% increase in Pernod Ricard’s above-the-line advertising spend and a generous investment in its community project and on-trade schemes, the drinks giant is increasing its overall Christmas spend by more than 70%. No bah humbugs at Pernod…

James Bremner, on-trade channel director for Pernod Ricard UK, says: '2018 was a good year for the on-trade, however, we anticipate outlets will need to work harder this year to maintain sales and value growth. Our mission is to support our customers offer a quality premium drinks experience that will encourage people to come back to their outlet, stay longer and spend more.’

On Christmas Day, Pernod Ricard will host three bartenders’ Christmas dinners across the UK to allow those who work in the industry, but whose families may be abroad, to tuck into some turkey and Christmas pud.

PERNOD RICARD'S FESTIVE SERVES


CHOCOLATE ORANGE MARTINI

Glass Martini
Garnish Small orange peel disk
Method Shake and double strain.

30ml Absolut Original
15ml Grand Marnier
30ml Kahlúa
25ml espresso
5ml sugar syrup


CHAI LATTE MARTINI

Glass Martini
Garnish Coco dust
Method Shake and double strain.

40ml Absolut Vanilla
20ml Kahlúa
35ml chai tea
25ml whole milk
10ml sugar syrup


LILLET WINTER SPRITZ

Glass Small wine glass
Garnish Cinnamon Stick and a slice of orange
Method Add vermouth to glass and top with tonic.

50ml Lillet Blanc
75ml premium tonic

In October and November, Pernod Ricard partnered with Mission Mars and charitable organisation, The Cares Family, to bring older and younger Manchester neighbours together at various events to reduce isolation, increase wellbeing and bridge the gaps across social, generational and digital divides.

Imbibe headed to Manchester to join in with the networking and the cocktail masterclass at Manchester’s Gorilla restaurant and bar. Imbibe spoke to PRUK corporate communications manager, Folusho Falegan, about how the Know Your Neighbour initiative came about.

'Conviviality is part of our brand and I found The Cares Family charity that was all about that.’ The group, made up of neighbours young and old, tried their hand at mixing Daiquiris, Clover Clubs, Tom Collins’ and Whisky Sours.

Pernod Ricard is proud of its initiatives to bring people together this Christmas. 'As a business, we believe that conviviality should be at the heart of everyday life, whether that be through relationships with your friends, family or those you meet for the very first time and we are delighted to be spreading that messaging this Christmas,' concluded Bremner.

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