Southern Comfort brings back PMPs

Southern Comfort

Bacardi Brown-Forman Brands is reintroducing pricemarked packs on its 70cl Southern Comfort Original format this Christmas.

Available this month, Southern Comfort Original 70cl offers shoppers a £1 saving, bringing the rrp to £16.99. The PMPs are designed to encourage consumers to stock up for the all-important festive season which typically represents 35% of total spirit sales and £1.4bn in value (45% of volume and £13.8m value for Southern Comfort) and helps to drive purchasing amongst the brand’s target audience of legal-drinking-age to 29 year old drinkers as well as other festive season shoppers.

Southern Comfort Marketing Manager, Gwen Ridsdale, commented: “Price-marked-packs are seen as one of the biggest drivers of sales increase, with shoppers more likely to make an impulse purchase if the product is price-marked.  With this in mind, PMPs present a significant sales opportunity for independent retailers.

“Our core serve, Southern Comfort, Lemonade and a squeeze of fresh lime is a great festive drink for both sharing and individual consumption and the price marked 70cl format is the ideal way to drive sales during this all-important season. We advise retailers to take advantage of the sales and profit opportunities and stock up now.”