BACARDÍ launches Price Marked Packs across its range

29 Sep 2011

Rum brand BACARDÍ Superior is launching Price Marked Packs (PMPs) across its full range exclusively in the convenience channel, following previous successful trials.

Earlier this year, BACARDÍ 35cl and 70cl bottles were introduced featuring promotional pricing applied using shrink wrap around the neck bottle. Due to significant growth in sales, PMPs will be extended across the full range, with all 35cl, 70cl and 1L SKUs of BACARDÍ Superior Rum set to feature pricing on the bottle cap to amplify consumer price confidence and drive rate of sale for retailers. The new PMPs are available to order now.

Recent research reveals that 71% of consumers are now more likely to buy a product with a PMP. A price clearly displayed on pack ensures perceived better value for money on a premium spirit brand, and is a great way of creating consumer interest in a retailer’s behind counter display. The new BACARDÍ PMPs will benefit retailers looking to increase sales and profit opportunity as well as offer the best value price locally for their customers.

The BACARDÍ Superior PMP range will be retailing at the following prices:

BACARDÍ Superior 30cl now £7.49
BACARDÍ Superior 70cl now £12.99
BACARDÍ Superior 1L now £17.99

To support the launch, 5,000 BACARDÍ PMP point of sale (POS) kits will be available to retailers from the end of October to help drive visibility of BACARDÍ PMP. The kits will include posters, shelf wobblers, fridge clings and counter-top bottle wobblers for retailers to use in-store, in order to maximise awareness of BACARDÍ PMPs.

Bacardi Brown-Forman Marketing Director Liam Newton comments, “Following the success of PMP trials earlier this year, we have extended our promotional on-pack pricing strategy across all our key convenience SKUs. The decision to highlight clear pricing will help us target any possible inconsistency in pricing which may turn off potential consumers and customers. PMPs address the consumer barrier of ‘I don’t need to ask what the price is’ especally if, as a retailer, your spirits section is behind your till or counter. Driving visibility of price in-store reassures consumers that they are getting a good deal, as today they inherently trust PMPs.

“To see a price set by a brand is a growing trend across many food and drink catergories and is becoming a great consumer pull for retailers. We anticipate that BACARDÍ PMPs will generate wider interest from other white spirits and rum drinkers in-store, and drive BACARDÍ’s share as it’s one of the few spirits brands to introduce PMPs. BACARDÍ is committed to drive sales and profits, especially within the convenience channel, and we’re confident the new PMP bottles, with the help of its supporting POS, will fly off the shelves. We’d recommend retailers stock up on BACARDÍ PMPs to take advantage of consumer interest the promotional PMPs are sure to generate.”

Source: Bacardi