Capitalising on cocktails

Pernod Ricard launches food pairing initiative to drive sales

Pernod Ricard is highlighting which foods pair well with its brands

SPIRITS giant Pernod Ricard is advising licensees to pair cocktails with food in the lead up to Christmas to fully capitalise on the occasion.

As well as calling on operators to focus on core serves, including the likes of the Porn Star Martini, Pernod Ricard has launched a new initiative – ‘Food Glorious Food’ – offering festive cocktails and food pairing for its best-selling brands, which it reckons can help operators boost sales throughout the upcoming festive season.

Having created a flavour wheel for seven of its spirit brands, including Absolut, Jameson, Beefeater, Beefeater Pink, Plymouth Gin, Monkey 47 and Havana Clubplymou, Pernod Ricard believes its food pairing initiative can encourage customers to choose cocktails and spirit-based drinks with a meal – and not just before or after food.

Mark Harris, on-trade channel director for Pernod Ricard UK, said: “We are looking forward to working with outlets to find the perfect serves for the festive period and bringing Food Glorious Food to life.”