SCOTTISH ale Belhaven Best and Greene King IPA have become the first products in brands owner Greene King’s range to be released in price-marked packs.
Both brands became available in price-marked packs exclusively in the convenience channel last month.
Greene King says the activity is designed to give shoppers confidence that they are receiving good value for money and help increase sales for retailers.
The brewer says ale is one of the fastest-growing alcoholic drinks categories with sales rising by 4% year on year. And it argues that ale provides significant opportunities for convenience retailers. It sees potential sales growth of £50m for ale in c-stores.
Neil Jardine, take-home sales director for Greene King Brewing and Brands, said: “We are launching these brands in price-marked packs at a really exciting time in the evolution of this vibrant and exciting category. We believe that, in conjunction with the industry-leading TV advertising that they receive, this gives independent retailers a fantastic offer for their customers.”
The four-pack of Belhaven Best is £4.49; the Greene King IPA four-pack is price-marked at £4.99.