Bacardi targets last-minute Christmas shoppers

Bacardi Brown-Forman Brands has created new display units and Christmas gift packs to help convenience stores cash in on distress purchases this festive season.

Bacardi, Jack Daniel’s, Bombay Sapphire, Martini and Southern Comfort 70cl bottles will all come in gift cartons with simple drinks recipes to help consumers serve them at home.

The packs will have the same retail price as a plain bottle, and are targeted at consumers who need to buy Christmas gifts at the last minute.

BBFB is also offering convenience retailers and cash and carries eye-catching branded display units to give the packs more visibility.

Convenience sales director Matthew Critchlow said: “We recognise that Christmas is a key time for retailers and wanted to support the convenience channel during the festive season using some of our most popular brands. 

“The gift boxes have been designed to help convenience retailers maximise the gifting opportunity but also take advantage of the increased trend for great nights in, especially in the lead-up to Christmas. 

“We’re really excited about the supporting visbility units, which we believe will appeal to and excite consumers in-store and in turn help increase sales and profits for retailers. We urge convenience retailers to stock up on the gift cartons and visibility units to ensure they win this Christmas.” 

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