Brewdog has announced the launch of its first price-marked pack (PMP) across Punk IPA and Hazy Jane.
Throughout July, the 4 x 330ml-can multipacks will available at PMP of £6.99, exclusive to wholesale and convenience customers.
Read more: Working Together Project: BrewDog & Bestway
According to the supplier, price-marked packs are worth 27% of total beer sales in the convenience channel, increasing to 52% of the 4-pack category. Stocking price-marked packs of best-selling beer products, presents a huge opportunity for retailers to drive category sales, the supplier added.
Jonny Leece, head of impulse at BrewDog, said: “Craft Beer is still a relatively new category to the impulse channel and selling prices vary significantly as retailers explore its positioning. This has potentially been a barrier to purchase, with shoppers looking for value and stores struggling to compete with supermarkets.”
