Pimm’s is launching a new 70cl price-marked pack (PMP). Marked at £11.99 the new bottle be available in the route to market and convenience channel from 1st July.
As part of its shopper understanding research, Diageo found that PMPs provide reassurance to shoppers that they are getting value for money and a fair price, with 90% of convenience consumers considering buying price-marked spirits and 86% stating that they would trust the price of a price marked pack over the shelf price.
Vicky Mundy, Category Development Manager RTM & Convenience, Diageo GB says: “Pimm’s is a British Summer classic – it is the number one speciality drink in the summer. It is considered an integral part of the Great British summertime, which explains why it makes up 10% of the speciality drinks category and is growing at +8% year-on-year in the convenience channel.
“The new PMP will offer consumers increased value during the summer months where casual get-togethers are more frequent and Pimm’s is twice as likely to be bought for a casual get together. Therefore, it is important that retailers stock Pimm’s where it is clearly visible because Pimm’s is often an impulse purchase.”
Pimm’s also returns to TV in July to raise brand awareness and support the launch.
