Pernod Ricard unveils online drinks store to target UK's 'digitally savvy' consumers

SipStor: Pernod Ricard has launched an online drinks shop
SipStor: Pernod Ricard has launched an online drinks shop

Pernod Ricard has launched an online drinks store aimed at capitalising on the burgeoning number of consumers who buy alcohol via the internet.

Sipstor, which went live today, hosts an exclusive range of lifestyle products featuring PR brands such as Absolut, Havana Club, Jameson, Beefeater, Chivas Regal and ODDKA, not found on the wider UK market.

Launch products include Jameson Select Reserve with 'Anchorman 2' preview screening tickets and Absolut Elyx, plus rocks glasses.

The site will roll out across Europe over the coming months, but Pernod Ricard (PR) chose to go live first in the UK because of the market’s "digitally savvy consumers". According to PR, online alcohol sales in the UK have doubled in the past five years.  Now some 3.2 million shoppers spend an average £18.02 per shop.

SipStor will function as a website which will be both mobile and tablet optimised and as a mobile app. It will be promoted through eCRM activity comprising tactical Sipstor-focused mailings at key periods, including launch and Christmas, as well as highlighting exclusive offers to fans of particular brands.

Adam Boita, marketing controller, PRUK, said: "The current trends around online shopping and its growth in the UK are an indication as to how purchasing habits are evolving, therefore we think this is the optimum time to introduce this new digital platform to the market.

"We believe the site will appeal to our digitally savvy target audience who will be keen to get their hands on the range of exclusive limited edition products, from a number of our popular brands that they wouldn’t normally be able to buy in the UK on- or off-trade."




Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer