Operators urged to get social and boost festive sales
Drinks firm Pernod Ricard UK wants on-trade operators to get social this Christmas to inspire customers and drive sales of premium wine and spirits.
Quoting research from Orderella, the firm said one in four consumers (28%) would be keen to engage with outlets on social media to find about the latest seasonal drinks and serves.
But separate figures from the Association of Licensed Multiple Retailers (ALMR) found that just 12% of pubs and bars were active on social media daily – with 6% saying they were active once or twice a month.
Now the company, whose portfolio includes Chivas Regal Scotch whisky, Jameson Irish whiskey, Absolut vodka, Jacob’s Creek, Campo Viejo and Perrier-Jouët Champagne, is encouraging on-trade outlets to seize the seasonal opportunity with a new Twitter guide for Christmas.
Designed to inspire excitement in the on-trade over the festive period, the company’s ‘12 Tweets of Christmas’ include tweets such as “Kick off Christmas this evening with an @absolutuk Espesso Martini” and “We are open today and have some @Jameson_UK & @MalibuUK winter warmers ready and waiting”.
Ian Peart, on-trade channel director at Pernod Ricard UK, said the research highlighted how important it is for pubs, clubs and bars to “get their social media voice right”.
And Twitter, in particular, can be a powerful tool for operators.
Peart described the site as “the perfect way for on-trade retailers to instantly reach a large audience and encourage real-time interaction with customers”.
“The festive period is a huge opportunity to engage with customers and highlight a point of difference, and the right festive social media programme – combined with the perfect seasonal drinks fixture – will help to drive sales this Christmas,” said Peart.
“There is a clear opportunity for those on-trade retailers who can excite their customers during Christmas 2015.
“The winners will be those who can drive footfall through mechanics such as engaging social media and by stocking the right range of drinks.”
Peart claimed that sales of premium wines, Champagnes and spirits accounted for almost a third of total drinks sales over Christmas 2014.