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InBev UK launches price-marked packs for Beck's

Published:  29 July, 2008

InBev UK is helping independent retailers generate incremental beer business - with the launch of price-marked promotional packs on key brands including Stella Artois, Beck's and Tennent's Lager.

The initiative will attract more consumers to the beer fixture and boost impulse purchase through the offer of instant added-value for shoppers - a proven driver of sales in independent outlets.

InBev UK's price-marked push on 11 packs across its portfolio supports the company's "pull through" strategy by providing retailers with the tools to generate demand and drive stock through the wholesale chain. Simon Harrison, Commercial Director - Independent Off Trade at InBev UK, says: "Price-marked packs are extremely popular with independent retail shoppers because they communicate the promotional price and highlight the extra value that is available to them immediately.

"PMPs make shopping easier: they generate clear stand-out on the shelf, are easy for the consumer to spot and are clearly marked - which helps the shopper to make a quicker purchase decision and saves time which is an important consideration for today's pressurised consumers.

"PMPs maximise the chance of attracting the shopper to the beer fixture and influence the purchase decision once they get there by raising the retail profile of key brands. They have real benefits for both parties: retailers value them because of the proven impact they have on sales while shoppers appreciate the good value they provide."

The popularity of PMPs is evident from research which proves that nearly half - 46% - of shoppers in independent outlets feel that it is the promotional mechanic "most likely to encourage them to buy". Some 57% of female shoppers say a PMP will encourage them to buy the brand.

InBev UK's push covers a number of brands and a range of packs which are now available to all wholesale, cash & carry and convenience customers in the PMP format:

  • Stella Artois: the 6x330ml NRB pack (featuring a marked retail price of £5.25); the 6x440ml can pack (£5.75); the 8x500ml can pack (£8.25) and the new 4x568ml "La Grande Biere" can pack (£5.25).
  • Beck's: 6x440ml cans of Beck's Vier (£4.50) and 6x275ml NRBs of Beck's (£5.25).
  • Tennent's Lager: the No 1 beer brand in Scotland is available in two price-marked SKUs - the 8x440ml can pack (£6) and the 8x500ml can pack (£6.75).
  • Other PMP packs available are 6x440ml cans of Boddingtons Draught (£5) and 8x440ml cans of XXXX (£5.50).

New Stella Artois 4% will also be available in a price-marked format - offering 8x440ml cans for £6.25 - when it is launched in the off trade in August.

Harrison adds: "This will encourage trial of this innovative, triple-filtered brand and encourage a significant number of shoppers to add it to their regular drinks repertoire as it builds distribution in independent outlets over the summer."

Harrison says the company's PMP initiative "highlights our commitment to a pull-through strategy which is proving successful for us and our wholesale customers. Our aim is to move our brands through the supply chain to the end consumer - and to create excitement and a reason for the consumer to shop in this trading channel.

"This price-marked initiative will help us to achieve those aims through giving shoppers a real incentive to use independent outlets on a regular basis."

Source: InBev