Maxxium UK rolls out on-pack pricing

By Emily Kearns, Lucy Britner

Published: 15 July, 2013

Maxxium UK is to extend its range of price marked packs (PMPs) to drive sales in the convenience channel.

The move comes as HIM research suggests 86% of shoppers trust price-marked items over regular on-shelf pricing and 70% view PMPs as a promotion.

From July, 70cl and 35cl bottles of The Famous Grouse and Jim Beam White and from August 70cl bottles of Teacher's will be available price marked, extending the existing range which includes 70cl and 35cl bottles of Sourz.

Maxxium's business sector controller for impulse retail and off-trade wholesale, Ali Brown, said: "Shoppers are scrutinising price more closely than ever and therefore it has become increasingly important to offer fair pricing and perceived value for money.

"Beer, wines and spirits (BWS) is the third-biggest sector by value in convenience, accounting for 12% of sales and by extending price marking to these leading spirits brands we enable retailers to communicate prices clearly, instil confidence and most importantly grow this highly profitable category.

"Within the convenience channel 80% of the market value is driven by just 29 brands, so retailers should stock a concise range of price-marked BWS that offers consumers enough choice between one or two leading brands and one own-label or budget option."

PMP sales across all categories have grown by 75% in the past year, 97% of which are in the impulse channel. In spirits they now account for £40.3 million of sales, according to IGD Research.

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