UK: Pernod Ricard plans Domecq 1820 brandy, Oddka roll-out
Pernod announced its plans for Christmas today
At a media briefing in London today (1 August), the company set out its strategy to capitalise on the key festive selling period. Much of the group's focus is on persuading consumers to trade-up, as Pernod pointed to figures showing that 37% of spirits purchased in the UK off-trade in the final week before Christmas last year were in the “premium plus” category.
Spanish brandy brand Domecq 1820 will be launched into the UK off-trade in October. The 36% abv spirit comes in a 50cl bottle and is expected to retail at GBP14 (US$21.22).
“It's our answer to the premium brandy category,” said Pat Venning, Pernod's UK marketing director. “It's not going to be easy for us, but we have a good product with modern packaging.” Domecq 1820, currently available in Spain, will be targeted at “the older consumer” and “after-dinner occasions”, Venning added.
Meanwhile, Pernod's value vodka brand Oddka, which launched in the US last year, will also hit the UK in the Christmas lead-up. Five flavours are being launched in 50cl bottles at 20% abv, retailing at GBP9.49, apart from the Electricity variant, which has an abv of 30% and will sell at GBP11.49. The brand is also available in France, Italy and Australia and launches are planned this year for Switzerland, Portugal, Holland, Ireland, Sweden and Greece.
In wine, Pernod UK plans to launch a 9% abv version of its Brancott Estate 'Flight' expression in October, with a listing secured with Sainsbury’s.
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