Diageo launches Johnnie Walker Red Label Price-Marked Packs
16 Mar 2015 --- 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.
Building on the success of Gordon’s 70cl and Captain Morgan Original Spiced Gold 70cl PMPs launched last year, Johnnie Walker Red Label PMP is set to boost the continued growth of the brand in an otherwise declining Blended Whisky market.
Johnnie Walker Red Label has bucked the category trend and enjoyed 43% value growth in the past 12 months, and the brand is looking to help retailers capitalise on this popularity and consumer love with the new PMPs.
In convenience, PMP spirits have more than tripled in value in the past year with growth of 241%, and Diageo’s 70cl PMP SKUs have performed on average 31% ahead of the standard SKUs.
Patricia Mota, category development manager for RTM/Convenience, Diageo GB says: “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.
“Specifically to wholesale, 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. Wholesalers should stock up on PMP SKUs like Johnnie Walker Red Label to benefit from this growing trend.”
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