Packing a path to a £200m boost

Left, For the first time Treasury Wine Estates is launching a series of price marked packs in its range of £6 – £8 Wolf Blass and Lindeman’s wines. Right, Budweiser six-bottle packs in PMP.

WINE brand owner Treasury Wine Estates is, for the first time, launching a range of price-marked bottles for its top-selling brands in the £6-8 price bracket, Wolf Blass and Lindeman’s. The firm says the new PMP range is one of a number of ways it is helping convenience-store retailers unlock a £200m category sales opportunity it outlined in May this year.

The new PMPs include TWE’s biggest-selling products in impulse outlets in the ranges. Those include Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon priced at £7.49 and Wolf Blass Red Label Chardonnay Semillion and Shiraz Cabernet at £6.49. Under the Lindeman’s brand, TWE will launch PMPs of the Bin 65 Chardonnay and Bin 50 Shiraz at £6.49.
Prices will be highlighted on bottle necks. TWE argues that stocking price-marked wine in the £6-8 price bracket, will simplify shopping for customers, encourage them to trade up to more premium wines and increase retailer profit.
• Paul Isherwood, head of category development, off-trade GB, at Diageo says PMPs increase sales, sell faster than standard packs, save retailers time, and improve stores’ reputation for providing value.
In recent years Diageo has launched a range of PMPs in spirits, beers and RTDs and has introduced a counter-top unit that’s pre-filled with 20cl PMP (£4.69) bottles of Gordon’s, Smirnoff and Bell’s.
To make the best of drinks PMPs Diageo recommends that retailers stock a range of fractional-sized spirit PMPs sizes (50cl, 35cl, 20cl), stock PMP pre-mixed spirit drinks in the chiller, and stock small packs of PMP beer and RTDs in the chiller.
• Sunny Bhurji, Budweiser head of trade marketing said: “With the months leading up to the Christmas season being such a key trading period for independent retailers, including price-marked packs of an iconic drinks brand such as Budweiser will drive sales and ultimately increase profits.”
Budweiser 4x500ml-can packs and 6x300ml-bottle packs are available to independents in PMP at £5.49 and £6.49 respectively. And Budweiser 6x440ml-can packs as a PMP at £6.99 are popular with consumers, he said.