BrewDog is aiming to broaden the appeal of craft beer by delivering value to shoppers with its first price-marked pack (PMP).
Leading with BrewDog’s top-selling SKUs, Punk IPA and Hazy Jane, promotional 4 x 330ml-can multipacks will be priced at £6.99, rolling out exclusively to wholesale and convenience customers.
PMPs are growing ahead of beer +28% in value sales, vs just 4% for total beer, and are now worth 27% of total beer in the convenience channel, increasing to 52% of the 4-pack category. The brewer noted that stocking PMPs of best-selling beer products presents a major opportunity for retailers to drive category sales.
Jonny Leece, Head of Impulse at BrewDog, commented: “Craft Beer is still a relatively new category to the impulse channel and selling prices vary significantly as retailers explore its positioning. This has potentially been a barrier to purchase, with shoppers looking for value and stores struggling to compete with supermarkets.
“We’ve recognised the opportunity to help retailers drive ROS with a consistent price across our best-sellers, whilst also delivering value to the end consumer. With 88% of total beer 4-packs sold at under £7, we think £6.99 is a compelling price for both stores and shoppers and hope it will encourage more retailers to pick it up in depot and ultimately more people to try craft beer for the first time.”
