Bacardi Brown-Forman Brands is offering convenience store shoppers free gift bags with some of its brands to boost trade in the run-up to Christmas.

The market for spirits as gifts was worth £21 million last Christmas, according to Nielsen, which also reports that 80% of shoppers are looking to trade up or increase their spend during the festive season.

Retailers can merchandise the branded flat-packed gift bags in special shipper units and give them away with BBFB’s best-selling brands, including Jack Daniel’s, Bombay Sapphire and Southern Comfort.

More than 500,000 bags, which also feature seasonal serving suggestions and information about each brand’s heritage, will be available to c-stores from the end of this month.

Grocery and convenience director David Irwin said: “The festive season is a crucial period for the spirits category, driving huge spikes in sales and giving retailers the chance to make incremental profits. 

“The gifting occasion is also key to seasonal sales, with huge numbers of consumers seeking convenient gift solutions and to trade up to more premium brands. Bacardi Brown-Forman Brands is therefore delighted to be supporting the convenience channel with our new festive promotion which will provide retailers with a chance to tap into this lucrative occasion. 

“Last year’s activity saw an average of a 33% uplift in value sales according to Nielsen, so we’re confident that the new offering will once again appeal to shoppers looking for gifts during the winter months.”