Consumers intend to invest more on premium wines and spirits during the Christmas period, according to a new research conducted by Pernod Ricard UK to help drinks trade increase the sales of wines and spirits during that period.

The qualitative and quantitative research, which was conducted on either sides of the Christmas period in 2012, asked around 2,000 consumers about their intended and actual wines and spirits purchasing habits during the festive time.

The research found that shoppers increased their shopping throughout the festive season, and looked at convenience and impulse outlets for top up shops on premium wines and spirits, and last minute gifting, and at grocers for bulk shopping.

In addition, consumers are actively looking to retailers across the off-trade to educate them about the drinks at point of purchase.

Pernod Ricard UK customer marketing director Dan Reuby said the results highlighted that despite on-going economic challenges, when it comes to Christmas, consumers are intent on investing more in premium branded wines and spirits over this period.

"Indeed premium wine now accounts for 25% of all wine spend over Christmas in the off-trade and premium spirits account for close to 40% of all spirits sales in the final week before Christmas," Reuby added.

Pernod Ricard UK spirits commercial director Simon van Moppes said, "The challenge for retailers is to ensure they range and showcase premium spirits in-store, highlight gifting and create stand-alone displays to encourage consumers to create cocktails in their own homes."

To support the wine portfolio during Christmas, Pernod Ricard UK has developed a host of activation including gift boxes on Jacob’s Creek Reserve range and a gift tin for Campo Viejo Gran Reserva.

Pernod Ricard UK marketing director Patrick Venning said their consumer research has identified the convenience channel as one growing in importance so they are ensuring that their customers have the tools in place to increase footfall, drive profitability and repeat purchase.