Absolut Vodka launches price-marked pack for independent retailers

PackagingNews

 

Absolut Vodka is launching a £13.49 price marked park for its 50cl bottle aimed increasing sales for independent retailers

 

 

The news follows the successful introduction of both Malibu and Campo Viejo price marked packs earlier this year.

According to Absolut owner Pernod Ricard, the mechanic will help independent convenience retailers drive rate of sale, by offering consumers premium vodka at an accessible price point whilst still maintaining profit margins. The pack incorporates a premium neck tag, in line with the contemporary look and feel of the Absolut brand and is available through wholesalers from this month.

Price marked packs are becoming increasingly commonplace in the convenience sector, with research providing a strong argument to include them within the merchandising mix.  According to a PMP study, a total of 86% of shoppers would trust the price of a price marked pack over the shelf price, and with 79% of shoppers viewing price marked packs as a promotion, the mechanic is an effective way to drive rate of sale and repeat custom.

Commenting on the Absolut launch, Chris Shead, Off-trade channel director for spirits, said: “The introduction of our Absolut price marked pack demonstrates our continued commitment to the independent off-trade to provide solutions that will drive profit for the channel through increased rates of sale.

“We have seen the success of both our Malibu and Campo Viejo price marked packs and we are confident that this bottle will deliver the same sales opportunity for retailers, whilst offering consumers value for money at point of sale”.

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