Carabao reveals PMP format

Carabao will be releasing 69p price-marked products into wholesale depots from June for its Original, Green Apple and Mandarin Orange single serve 330ml range.

This follows recent sales data (1) for convenience retailers showing Carabao Green Apple and Mandarin Orange overtaking key competitors such as Relentless Original and Monster The Doctor in energy SKU rate of sale rankings.

Read more: Power up your sports and energy drinks category sales

The company is therefore is making a competitive price point available to all wholesalers via new 69p price-marked products.

Speaking of the launch, David Butcher, managing director of Carabao Energy Drink UK&I, said: “Price-marked packs are only effective when the price that they are offering is competitive in the wider market, and many of our competitors are not offering the same value as we are to help entice new customers to the category.”

At Carabao Energy Drink we have been exploring the right price point to use in order to offer great shopper value and strong retailer margins and we are very excited to see the in-market results,” he added.

Read more: Coca-Cola moves into energy drink market

Contact to find your local Unitas, Sugro, Confex or Spar wholesaler stockist.

(1) Carabao YTD Sales Growth Data 2020
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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


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