Building on its popularity in the on-trade, Pernod Ricard UK is launching an Espresso Martini pack as part of its Premium Edge initiative to allow off-trade retailers to tap into this popular cocktail trend. The new cocktail pack leverages two of Pernod Ricard UK’s premium brands – ABSOLUT and KAHLÚA – to create this appealing take-home version, which is now available to grocery and impulse retailers with an RRP of £16.
Pernod Ricard UK identified the potential for the Espresso Martini pack as part of Premium Edge; a strategic initiative designed to help retailers capitalise on the profit potential of premium spirits. With premium spirits growing ahead of total spirits in the off-trade, in both volume and value, this cocktail pack offers retailers an opportunity to tap into this profit potential by offering a unique, engaging and on-trend drinks solution.
The cocktail pack combines a 20cl bottle of ABSOLUT, the UK’s number one premium vodka, and the same size bottle of KAHLÚA. It comes with easy-to-follow instructions, allowing consumers to create this cocktail at home, quickly and simply. The UK is a nation of coffee lovers, and at-home entertaining is at an all-time high, making this pack particularly relevant. It provides consumers with an indulgent experience, whilst also allowing retailers to tap into prestige cocktail and dinner party occasions.
Dan Reuby, Customer Marketing Director, Pernod Ricard UK, said: “We’ve created an opportunity to drive additional value into the spirits sector with a new product that will appeal to 25 to 34-year-old consumers interested in cocktails and entertaining. This offering will allow off-trade retailers to tap into popular on-trade cocktail trends, whilst also enabling consumers to recreate this chic cocktail at home in a simple, yet impressive, fashion. This is also a perfect gifting opportunity for people who like cocktails and for those who enjoy taking interesting gifts to a dinner party.”