Pernod Ricard UK set to target 13m consumers this Christmas through a calendar of virtual cocktail masterclasses and brand experiences

Article 13/11/2020

Pernod Ricard UK is increasing its investment in virtual experiences this Christmas with a broad-reaching campaign targeting 13m consumers across online, print, in-store and social media

Pernod Ricard UK is increasing its investment in virtual experiences this Christmas with a broad-reaching campaign targeting 13m consumers across online, print, in-store and social media. With the trend for at-home cocktail making set to continue, the wine and spirits supplier is hosting over 60 free online masterclasses to help consumers take their Christmas cocktail skills to the next level. Pernod Ricard UK will also be putting on brand experiences from four of its core spirits and champagne brands

The calendar of virtual events builds on the success of online experiences offered during lockdown earlier this year, during which Pernod Ricard UK engaged with over 3,000 consumers through virtual masterclasses.


Free festive virtual cocktail masterclasses

Running from 18th November – 19th December, the masterclasses will be hosted by Pernod Ricard UK’s Experiential and Consumer Activation team who will demonstrate how to create three easy-to-make cocktails from brands such as Absolut, Beefeater, MALFY, Plymouth, The Glenlivet and Jameson. The free online masterclasses will serve to educate over 15,000 consumers on how to sharpen their cocktails skills over the festive period, and learn to make serves including The Glenlivet Marmalade Sour, a MALFY Frutta Candita or perfect an Absolut Passion Fruit Martini.

With more than one fifth of shoppers set to make cocktails at home this Christmas[1], the campaign will offer nine animated Pinterest recipes to those searching for inspiration via the top drinks terms, with click-throughs to sign-up to the masterclasses through a bespoke online hub. Teaser videos for each brand masterclass will also be served to Instagram and Facebook audiences, and QR codes will feature on in-store recipe barkers as well as in retailer magazine ads, inviting consumers to ‘Share the Christmas Spirit’ and directing them to


Brand-led online experiences

In addition to the masterclasses, the wine and spirits company will be offering virtual events to give cocktail lovers the opportunity to enjoy some festive fun this Christmas where they might not be able to enjoy convivial moments in-person. From mid-November, four of Pernod Ricard UK’s core brands will be partnering with entertainment acts and known food brands to transform the at-home drinking experience, with ticket purchases available through the Fever events platform which include a home cocktail kit containing all the ingredients to make the serves.

  • Jameson – the Irish Whiskey is partnering with pizzeria Homeslice to host a whiskey cocktail and pizza making workshop on 19th November, where consumers learn how to stretch and roll out dough, as well as the secret to making Homeslice’s signature tomato sauce, resulting in a delicious Margherita or Salami, Rocket & Parmesan pizza
  • Monkey 47 – the wunderbar brand is hosting a Gin masterclass and Christmas cracker workshop across three dates in December (1st, 8th and 15th), where paper artist Joy Horscroft will teach consumers how to make 4x jungle print personalised miniature Monkey 47 filled crackers whilst enjoying some delicious drinks
  • Absolut – renowned drag artist, Jodie Harsh, is partnering with Absolut to host a series of drag performances, DJ sets and cocktail making filmed at Restaurant Ours in Kensington, with the ticket revenue donated to the venue. The events will take place on 4th, 11th and 18th December
  • Perrier-Jouë– join the house of Perrier-Jouët and McQueens Flower School for an evening of festive floristry and champagne tasting on 3rd, 10th and 17th December. Surrounded by the most beautiful ingredients of the season, master how to craft a show-stopping wreath this Christmas

Estelle Martin, Pernod Ricard UK Head of Experiential and Consumer Activation, commented: “2020 has seen virtual cocktail hours rise in popularity as consumers experimented with serves at home, and with 43% having attempted to make the perfect cocktail during lockdown[2], we wanted to show people how to make quality drinks at home this Christmas. Not only are we significantly investing in providing drinks inspiration for the festive season with our range of masterclasses, we’re confident our virtual brand experiences will bring some conviviality at a time it’s much needed.”


[1] PRUK Toluna Survey

[2] Internet poll of 1,017 adults aged 25-65 in the UK from 8-11 May