ERISTOFF launches price marked packs to target savvy male consumers

13 Dec 2011

ERISTOFF, the vodka from the land of the wolf, is launching a Price Marked Pack (PMP) on its ERISTOFF Original 70cl bottle. Exclusively offered in the convenience channel, the new PMP 70cl bottle will support growing distribution of ERISTOFF in the sector.

Available now and retailing for £11.49, ERISTOFF aims to set itself apart from other vodka brands on-shelf; targeting LDA-24 year old men who are looking to buy a premium vodka that reflects their own lifestyle.

ERISTOFF has seen rapid growth in the vodka category, both in the off-trade (69%) and the on-trade (360%), and the brand is currently worth £65m in the UK of which over £11m is generated in the off-trade.

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 ERISTOFF PMP will benefit retailers looking to increase sales and profit opportunity as well as offer the best value price locally for their customers.

Mark Holdsworth, ERISTOFF Vodka category controller, said: “Offering ERISTOFF PMP is a great way to drive distribution, interest and exposure of the brand in the convenience channel. Our vodka is targeted at LDA-24 year olds, offering an alternative to the others on the shelf and with the new price point on our Original 70cl bottle we’re sure that it will drive sales for the brand.

“ERISTOFF’s association with music and snow sports, and continued success in the on-trade proves that consumers have an appetite for the brand, and ERISTOFF Original PMP will stand out to those looking for a cool vodka brand with the premium qualities they demand.”

“To see a price set by a brand is a growing trend across many food and drink categories and is becoming a great consumer pull for retailers. We anticipate that ERISTOFF PMP will generate wider interest from other white spirits and vodka drinker’s in-store, as well as drive ERISTOFF’s share as it’s one of the few spirits brands to introduce PMPs.

“We’d recommend retailers stock up on ERISTOFF Original PMP to take advantage of consumer interest the promotional PMP is sure to generate. To further build on the consumer interest in ERISTOFF and what we offer, retailers can also stock-up on ERISTOFF Black & new ERISTOFF Gold, caramel flavoured spirit. Showcasing the full ERISTOFF range will appeal to those looking for new and exciting brands for them and their friends to enjoy.”

Source: ERISTOFF