The prospect of a frugal Christmas hasn't stopped Pernod Ricard boosting its premium credentials.
Pernod will launch a raft of luxury innovations across its spirits and wines portfolio in October to cash in on the strong performance of luxury spirits last Christmas.
New and limited-edition gift boxes will launch for brands including Chivas Regal (rsp: £21.19), GH Mumm (rsp: £26.99) Jameson (rsp: £17.19) and Jacob's Creek (rsp: £9.99), while Havana Club rum will get a festive pack for the first time (rsp: £16.69).
"Despite the recession, the premium end of the drinks market is still growing," said Dan Reuby, Pernod Ricard UK's customer development director. "Value sales for the premium spirits category increased by 161% in the eight weeks from 10 November to 4 January 2008 compared with a 55% increase in standard spirits."
Pernod will launch a raft of luxury innovations across its spirits and wines portfolio in October to cash in on the strong performance of luxury spirits last Christmas.
New and limited-edition gift boxes will launch for brands including Chivas Regal (rsp: £21.19), GH Mumm (rsp: £26.99) Jameson (rsp: £17.19) and Jacob's Creek (rsp: £9.99), while Havana Club rum will get a festive pack for the first time (rsp: £16.69).
"Despite the recession, the premium end of the drinks market is still growing," said Dan Reuby, Pernod Ricard UK's customer development director. "Value sales for the premium spirits category increased by 161% in the eight weeks from 10 November to 4 January 2008 compared with a 55% increase in standard spirits."
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