SHS Drinks is reducing the RRP of its 700ml price-marked packs (PMP) of WKD to appeal to cash-strapped consumers. Phasing in this autumn, the pre-printed price of the alcoholic RTD will drop from £3.79 to £3.29.
The new price will apply on an ongoing basis and is not a short-term promotion. There are no associated changes to either individual bottle sizes or trade case sizes.
The lower £3.29 PMP level will apply across all flavours in the WKD 700ml range. WKD PMP bottles are exclusive to independents and available only through cash & carry and wholesalers.
In a world where FMCG prices only usually go up, SHS Drinks stated that it has chosen to buck the trend and effect a notable reduction in the on-shelf cost of its triple-distilled vodka mix. It noted that the reduction will be welcomed by cash-strapped consumers and will further grow rate-of-sale for independent retailers stocking the RTD.
In addition to the 50p per bottle reduction in on-pack price, SHS Drinks is also introducing a new initiative with printed shrink-wrap on 700ml PMP cases. Bold graphics will prominently display the new PMP rate to increase trade awareness.
Alison Gray, head of brand – WKD at SHS Drinks, said: “The focus and energy that we are putting into maximising PMP sales is testimony to the importance of the independent sector to WKD consumers. WKD is the No.1 volume RTD brand in impulse and WKD Blue 700ml is the category’s No.1 bottle SKU and the brand’s flagship pack, so our renewed PMP focus starts from a robust base.
“WKD has always been a category pioneer, and here we’re flying in the face of current inflationary trends to maximise value for both our consumers and our customers. The new PMP rate rolls back the years to pre-2022 levels, and our eye-catching innovative new shrink-wrap will stand out and ensure high trade awareness of the exceptional value that the UK’s No.1 RTD is offering.”
