Diageo is expanding its range of price-marked packs with two Johnnie Walker Red Label SKUs.
The supplier is rolling out 70cl (£16.49) and 35cl (£9.99) bottles of the blended whisky now. They join two existing PMPs from Diageo - Gordon’s 70cl (£14.49) and Captain Morgan Original Spiced Gold 70cl (£14.19).
Diageo said research showed most consumers perceived PMPs as being on promotion, and that 18% were more satisfied with stores that offered PMPs [HIM! August 2011].
“We know PMPs are a proven driver for consumers – they inspire trust and improve perception, resulting in more sales for stores,” said Diageo GB category development manager for RTM/convenience Patricia Mota. “All convenience stores deal with the barrier that is consumer confidence, and retailers can combat this by stocking a range of PMPs, assuring shoppers they are not being overcharged and improving the price image of your whole store.”
Although Johnnie Walker is the world’s best-selling Scotch whisky brand, it is not among the UK’s top 50 spirits [Nielsen 52 w/e 11 October 2014].