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Pernod Ricard adds to pricemarked Malibu rum range

Published:  02 April, 2013

Pernod Ricard is to extend its pricemarked Malibu range by introducing a £12.99 70cl bottle later this month.

Pernod Ricard is to extend its pricemarked Malibu range by introducing a £12.99 70cl bottle later this month.

 

The move follows on from the launch of a 35cl pricemarked bottle of the coconut-flavoured rum last year.

 

According to the global spirits giant, pricemarking helps independent retailers drive rate of sale as it offers customers value-for-money while still maintaining profit margins.

 

Chris Shead, Pernod Ricard off-trade channel director for spirits, claimed that in the current economic climate it is more important than ever for independent retailers to be seen by shoppers as delivering and communicating value for money.

 

He added: "Value does not always have to mean the lowest price - it is about offering a fair price. Pricemarked packs provide independent retailers with a trusted mechanic to offer this value to consumers, while driving profit for the channel through increased rates of sale."

 

With pricemarked packs becoming increasingly commonplace in the convenience sector, a recent Him! study found that 86% of shoppers would trust the price of a pricemarked pack over the shelf price.

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