Drinks range to make its mark

INTRODUCING more price-marked-packs is drinks distributor Maxxium UK’s new strategy to drive spirit sales in the convenience channel.
As of last month, 70cl and 35cl bottles of The Famous Grouse and Jim Beam White as well as 70cl and 35cl bottles of Sourz are available with the price wrapped around the neck of the cap of the bottle. This month the 70cl bottles of Teacher’s will get the same treatment.
The strategy is based on independent research, from HIM, which shows that 86% of shoppers trust a price-marked item over the price on-shelf and that 70% view PMPs as a promotion.
Maxxium’s Ali Brown commented: “Shoppers are scrutinising price more closely than ever and therefore it has become increasingly important to offer fair pricing and perceived value for money.
“Beer, wines and spirits is the third biggest sector by value in convenience, accounting for 12% of sales and by extending price marking to these leading spirits brands we enable retailers to communicate prices clearly, instil confidence and most importantly grow this highly profitable category.”