Pernod Ricard UK launches updated guide – the spirits of summer - to support the on-trade recover and rebuild

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Article 01/04/2021

The second edition guide has been revamped with key consumer insights to help the On-Trade reopen in a COVID-secure manner and with the serves consumers want to drink this summer

Pernod Ricard UK is launching a refreshed version of its ‘Back to Work’ guide, which was first published last summer by the company’s Brand Engagement and Advocacy Team (BEAT). The guidance has been updated to include top tips on how to reopen quickly and safely, as well as new advice on how to increase sales by capitalising on the latest consumer drinking trends. Also included are category dynamics, links to the latest government guidance and training tools to share with staff needing a refresh after a long period away from the bar.

New to this version of the guide is also an interactive element with click-throughs to drink demonstrations from the PRUK BEAT, to provide inspiration on this season’s hottest serves. Despite only a quarter of the On-Trade expected to open this month, equating to 26,000 sites with external spaces and a further 10,000 with space in car parks that could be transformed, there’s lots of potential for venues to capitalise on outdoor trading and maximise capacity. 

Ian Peart, Commercial Director for Pernod Ricard UK, comments: “Pernod Ricard UK believes in the On-Trade, it’s an important channel to reach consumers and build brands. We have supported the On-Trade through the challenges of the last 12 months and will continue to do so as the sector reopens and rebuilds from the 12th April. The first step of that process is the launch of a guide containing everything we have learnt over the past few months, including the trends we have seen in the Off-Trade that present a huge opportunity for On-Trade menus this summer, such as the rise of the Spritz and flavoured G&Ts. We can’t wait to see the On-Trade bounce back, it’s the place where we can introduce consumers to new brands, to new serves and excite them with brand-in-hand activations. As the sector reopens from mid-April, we are investing significantly across our brands and activating in the trade to give consumers the experiences they have been missing.”

The launch reinforces the belief Pernod Ricard UK has in the On-Trade, as it continues to invest heavily in its brands ahead of a blockbuster summer. The drinks company is committed to the sector and has been supporting the On-Trade through a range of programmes, which has included donating over £500,000 to The Drinks Trust, free WSET Levels 1-3 courses to 3,000 members of the hospitality industry, and the production of hand sanitiser made available free of charge to recipients including On-Trade customers and frontline healthcare workers battling the pandemic.

The Spirits of Summer Guide can be downloaded here: