Drinks giant Pernod Ricard is urging on-trade operators to make the most of the festive season and the opportunity it provides to boost wine sales.
The firm, whose wine brands include Jacob’s Creek and Campo Viejo, said that getting the wine offer right this Christmas could be “extremely profitable” for pubs.
Pernod Ricard claimed that 75% of customers consume wine with a meal when they go out, which the firm said makes Christmas well suited to boosting sales as “the majority of festive visits to the on-trade involve food”.
Premium wines in particular could perform well over the festive period as Pernod Ricard has found that 87% of consumers say they are “likely to treat themselves to a small indulgence” when visiting the on-trade this Christmas.
Social media was also highlighted by Pernod Ricard as a potential sales driver in the weeks ahead.
The firm said publicans should use their online presence to attract customers to their outlet this Christmas by promoting their wine range, and highlighted the importance of interacting with customers both before and after they have visited the on-trade.
Pernod Ricard predicted that social media will “play a role in more than a third of drinks purchases this Christmas”, but said only one in eight pubs “appear to be ready to capitalise” on this.