Diageo has launched new 35cl and 70cl price-marked packs (PMP) of Johnnie Walker Red Label whisky.
The new formats have broadened the drinks producer’s price-marked offerings, following the addition of 70cl price-marked bottles of Gordon’s gin and Captain Morgan spiced rum. Diageo claimed that the new packs would “aid in the continued growth and expansion of the brand,” which enjoyed year-on-year growth of more than 40% last year despite a wider decline in the blended whisky market.
The PMPs would also offer retailers the opportunity to capitalise on consumers’ positive perceptions of price-marked products. “All convenience stores deal with… consumer confidence, and retailers can combat this by stocking a range of PMPs, assuring shoppers that they are not being overcharged and improving the price image of [their] whole store. “The majority of consumers believe PMPs to be a promotion, and are 18% more satisfied with a store if PMPs are available.”
The company cited statistics that suggested PMPs have increased in value by 241%, with Diageo’s 70cl PMPs performing 31% better on average than rival packs.
Patricia Mota, category development manager for RTM/convenience for Diageo, added: “We know that PMPs are a proven drive for consumers – they inspire trust and improve perception, resulting in more sales for your store.
“Specifically to wholesale, retailers will also be looking to stock PMPs – 50% of retailers will be stocking more PMPs over the next 12 months, and the majority believe that PMPs sell faster than standard packs. Wholesalers should stock up on PMP SKUs like Johnnie Walker Red Label to benefit from this growing trend.”
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