What is happening in the overall hard alcohol
category now? What is driving sales at supermarkets
in the category?
Mara Washington: The grocery channel is outpacing the
total market in terms of growth over the past year by 5 percent. Specifically, cognac and tequila are the most dynamic
growth categories, followed by whiskey. This is largely
reflective of the overall general market.
How is Pernod Ricard USA faring in this
Pernod Ricard USA is faring very well and is contributing to
the overall growth of the grocery category. According to
Nielsen, Pernod Ricard is the best performing major supplier over the last year, performing at 4. 9 percent ahead of
market in the grocery channels.
Talk about Pernod Ricard’s Absolut Lime. Why
should grocery retailers carry this new product?
Absolut Lime is the latest in Absolut’s core range of flavors and extends Absolut’s already powerful citrus range.
Absolut Lime offers a balanced taste of natural lime flavor with a fresh, distinct note of freshly pressed lime and a
smooth, fruity flavor.
For grocery retailers, Absolut Lime is a recipe for success. Vodka is the biggest, most shopped spirits category
and citrus flavors are driving category growth and cocktail
trends. Lime is a leading flavor in the most consumed cocktails, with the lemon/lime segment outpacing the overall
vodka category. With Absolut Lime’s simple drink strategy,
it is poised for success within grocery. The majority of alcohol drinkers consume alcohol at home and have a preference for simple mixed cocktails. Absolut Lime is highly
mixable and its fresh and balanced taste offers simplicity
and premium quality and is a key ingredient in many of
today’s classic drinks with a refreshing twist.
WITH MARA WASHINGTON
Mara Washington, director of brand activation, Absolut Vodka
for Pernod Ricard USA, says the lemon/lime segment is
outpacing the overall vodka category.
GHQ TALKING SHOP
How is Pernod Ricard supporting
The Absolut Lime launch will be supported via numerous marketing initiatives. Recently, the spotlight shone
on Absolut Lime as the brand refreshed
“Music’s Biggest Night,” serving as the official spirits partner of the 59th GRAMMY Awards.
In addition, the launch of Absolut Lime will be supported
with a robust media plan including national TV, billboards,
partner integrations, digital and trade media, not to mention
activation at the local level, winning consumers over with on-and off-premise sampling and key account programming.
There will be no shortage of lime activation all summer long.
What do retailers need to do to succeed with Absolut
Lime and the category in general?
Most importantly, retailers need the product. Absolut is a
leader in flavor innovation, offering the No. 1 selling lemon
vodka in Absolut Citron and the No. 1 selling orange vodka in
Absolut Mandrin. Absolut Lime will expand an already powerful citrus flavor vodka portfolio with a growing flavor trend.
Stocking shelves with a strong portfolio can lead to continued growth and higher basket rings.
Placing product on display also increases incremental consumer purchase. Absolut Lime will have eye-catching point-of-sale that speaks to the product’s attributes and showcases
the simple drink recipes that are appealing to consumers.
Getting Lime and Absolut’s citrus portfolio to the floor makes
it easier for consumers to find and purchase the flavors for
which they searching. Liquid-to-lips samplings and relevant
cross merchandising partner offers help to educate consumers on how to make quick and easy cocktails as well as provide a one-stop solution for all shoppers’ cocktail hosting
needs. Consumers will be able to confidently recreate their
favorite cocktails without all the work.