Posted onDecember 21, 2013
Absolut Vodka is launching a £13.49 price marked pack for its 50cl bottle aimed at the independent off-trade, following the successful introduction of both Malibu and Campo Viejo price marked packs earlier this year.
The mechanic aims to 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 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 compelling argument to include them within the merchandising mix.
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”.