Malibu launches price marked packs
Malibu is launching a £12.99 price marked pack for its 70cl bottle of coconut-flavoured rum.
It said the introduction of a price marked pack for its 35cl bottle launched last year has helped independent convenience retailers drive rate of sale while still maintaining profits.
The new 70cl bottles will be available this month in wholesalers.
Chris Shead, off-trade channel director for spirits at Pernod Ricard, 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.
“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.”