The opportunity presented by price-marked packs is clear – they enable wholesalers to offer their convenience partners a wide range of products that meet consumer demand across different drinks categories. Important to giving shoppers a perception of value and reassuring them that they are not being overcharged, price-marked packs provide a huge opportunity for wholesalers and retailers alike.
To get a better understanding of the benefit of price-marked packs, Budweiser Brewing Group UK&I undertook extensive consumer research. It revealed that an overwhelming 81% of respondents believe price-marked packs are less confusing and more transparent than their non-priced counterparts, while 63% feel they are fairer. Central to our research was the understanding that specific price points help to promote trust between the retailer and consumer which in turn wholesalers benefit from.
Based on the findings, and in line with a recent review, we have refreshed our range of price-marked packs. Effective from April this year, these changes will help our wholesale customers to further capitalise on growth drivers such as the lifting of national lockdown restrictions and the rise of the at-home occasion and ultimately boost profit margins.
The changes have come in part as a result of us listening and responding to the requirements of our customers. An assessment of the marketplace shows the opportunity for price-marked packs across different pack sizes to optimise growth for our wholesale partners.
Our full range of price-marked packs includes:
| Bud Light 4x300ml PMP £3.49 |
| Bud Light 4x440ml PMP £4.00 |
| Becks 6x275ml PMP £5.50 |
| Budweiser 4x440ml PMP £5.00 |
| Budweiser 4x568ml PMP £6.39 |
| Budweiser 6x300ml PMP £6.59 |
| Stella Artois 4x440ml PMP £5.19 |
| Stella Artois 4x330ml PMP £5.00 |
| Stella Artois 4x568ml PMP £6.59 |
Stocking a range of price-marked packs enables wholesalers to capitalise on consumer trends and key selling drivers too. The beer category across the Off-Trade saw unprecedented growth in 2020, with sales rising by 37.5% in the convenience channel. A huge part of this success was due to the rise of the at-home occasion, which is set for a period of further sustained growth as lockdown restriction lift.
With consumers spending more time at home, ’treat’ purchases are on the rise. Alcohol is one area where consumers are choosing to splash out – 52% of shoppers said they were willing to pay extra for quality when buying alcoholic drinks to have at home. By specifying the prices, consumers can make these ‘treat’ purchases without feeling like they are being overcharged. This allows for premiumisation whilst maintaining the core lagers to continue to drive value growth.
Contact your sales rep today to stock up on our optimised price-marked pack range today.
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