Malibu marks its price

Coconut flavoured rum drink Malibu is launching a £12.99 price marked pack for its 70cl bottle into wholesalers this month, following the successful introduction of a 35cl price marked pack last year. Pernod Ricard says the mechanic will help independent convenience retailers drive rate of sale, by offering consumers value for money whilst still maintaining profit margins.

Commenting on the power of price marked packs, Chris Shead, Off-trade Channel Director for Spirits, said, “The current economic climate means that it is more important than ever for independent retailers to be seen by shoppers as delivering and communicating value for money. ‘Value’ does not always have to mean the lowest price – it is about offering a ‘fair price’. Price marked packs provide independent retailers with a trusted mechanic to offer this value to consumers, whilst driving profit for the channel through increased rates of sale.

“As a business, Pernod Ricard UK constantly looks at ways of supporting the independent trade and giving them a competitive edge. We know that price marked packs are a positive and profit driving way of supporting the entire independent route to market, especially when backed by an iconic brand; with summer being such a key trading period for these retailers, price marking Malibu will really drive rate of sale and ultimately increase profits,” added Shead.

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