Diageo is adding to its range of price-marked-pack (PMP) spirits with the launch of Johnnie Walker Red Label PMP in 70cl and 35cl.
The move follows the Gordon’s 70cl and Captain Morgan Original Spiced Gold 70cl PMPs launched last year.
Patricia Mota, category development manager for RTM/convenience at Diageo GB, said: “We know that PMPs are a proven driver for consumers – they inspire trust and improve perception, resulting in more sales for your store.
“All convenience stores deal with the barrier that is consumer confidence, and retailers can combat this by stocking a range of PMPs, assuring shoppers that they are not being overcharged, and improving the price image of your whole store.”
She said that research by HIM suggested retailers will also be looking to stock PMPs – 50% of retailers will be stocking more PMPs over the next 12 months, and the majority believe that PMPs sell faster than standard packs.
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