Fruity, low calorie, lower sugar energy drink brand Carabao has announced it will be rolling out 69p price-marked cans from June 2020.
The first quarter of 2020 has seen Carabao Energy Drink’s rate of sale accelerate to become the fastest growing in the energy drinks sector thanks to its implementation of a lower pricing strategy. The announcement of the specially marked ‘Only 69p’ cans come after Carabao achieved record sales growth in retailers that opted to introduce the new lower price point at the start of the year.
During Q1 2020, sales data for convenience retailers has shown that Carabao Green Apple and Mandarin Orange have overtaken key competitors such as Relentless Original and Monster The Doctor in energy SKU rate of sale rankings.[1] One convenience customer saw a staggering +226% rate of sale growth after the introduction of a 59p promo price.
With sales in the first quarter proving the new pricing strategy an undoubted success, Carabao is making a competitive price point available to all retailers via new 69p price marked cans. Price-marked cans will be available for all Original, Green Apple and Mandarin Orange single serve (330ml) products.
Carabao’s 2019 Taste of The Nation Report, showed that great taste, low sugar content and a great value price point were three key areas of unmet consumer demand in the energy drink category. At only 63 calories per can, with a sugar content far lower than major competitors and a range of delicious fruity flavours, Carabao Energy Drink is already in a strong position. Now, by unlocking the last of the three – a great value price point – Carabao is poised to take the energy drinks category by storm.
Speaking of the launch, David Butcher, MD 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.”
The introduction of price-marked cans across key products in the range will undoubtedly provide retailers with the sales and profit margin boost they seek.
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