McEwan’s is aiming to help independent retailers in Scotland drive more value in the ale category by introducing a new Price Marked Pack version of the UK’s fastest selling four pack in the Premium Canned Ale category[IRI Data Impulse Channel to 1st Sep 2012].
Available now through the wholesale and convenience channel, the McEwan’s Export 4X 440ml shrink wrap can pack will offer a marked format which is priced at £4.75. McEwan’s Export accounts for 83% of Premium Canned Ale sold in Scotland[IRI data to 1st Sep 2012] and its strength in the Impulse channel as the fastest selling four packensures the format will help to boost sales for independent retailers.
Wells & Young’s Director of Sales for the off-trade, Karl Frestle, said “We’ve introduced a promotional pack that helps convenience retailers capitalise on the strength of McEwan’s Export as well as the popularity of its convenient, portable pack. There are plenty of occasions for retailers to cash in over autumn and winter with Halloween, Bonfire Night the festive season and Burns night all approaching. Shoppers stocking up for social gatherings like these will want to buy a big name brand like McEwan’s and PMPs give a perception of better value.”