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Campo Viejo launches price-marked pack

Pernod Ricard UK is launching a £6.99 price-marked pack in the UK for its Rioja brand, Campo Viejo. The brand’s Tempranillo varietal will carry the price marking and will be available across all cash and carry depots, both national and independent, from this month. The pack will be supported with POS across select outlets and a comprehensive marketing campaign across the sector.

 Price marked packs provide independent retailers with a trusted mechanic to offer value to consumers, whilst driving profit for the channel through increased rates of sale. They are becoming increasingly commonplace in the convenience sector, with research providing a compelling argument to include them within the merchandising mix. A PMP Study revealed that 86% of shoppers would trust the price of a price marked pack over the shelf price, and that 79% of shoppers view price marked packs as a promotion, therefore, the mechanic is an effective way to drive rate of sale and repeat custom.

Chris Ellis, commercial director for wines, comments: “Campo Viejo is performing incredibly well in the off-trade showing a clear consumer demand for the brand. This price marked pack will enable independent retailers to capitalise on this popularity, offer their customers something unique and increase their profit margins.”

1 May 2013 - Felicity Murray