Staropramen has launched its first 4x440ml can price-marked multi-pack (RSP £6.00) in the convenience channel, catering for the rising demand for this format in the world beer category.
The new 4x440ml price-marked packs (PMPs) are encased in a recyclable cardboard sleeve. As part of the brand’s new packaging, scannable QR codes will appear on both the can and sleeve, directing consumers to exclusive Staropramen content.
The brand noted that multi-pack formats in the world beer category continue to grow, while 46% of convenience shoppers now use price-marked packs to inform their shopping decisions.
The rollout follows the introduction of Staropramen 10x440ml can ‘Fridge Packs’ in March this year, alongside plain 4x440ml multi-packs in April last year, which have already delivered more than £4.9m in value sales.
Jake Johnstone, Marketing Controller for Staropramen, said: “The world beer category continues to grow, as does consumer demand for multi-pack formats. 4x440ml packs now represent 22% of total category sales, as consumers look to enjoy world beer during social occasions at home, particularly as the warmer months approach.
“Shoppers perceive PMPs as offering better value, which in turn helps to drive sales for convenience retailers. It also offers a point of difference that shoppers can’t get in larger stores. The launch of Staropramen’s 4x440ml price-marked multi-packs is perfectly timed to help convenience retailers capitalise on all these trends during the crucial summer months.
“To go that step further, retailers could create their own offers and bundle deals tied to summer occasions and events to generate interest and give shoppers everything they’re looking for when planning at-home occasions.”
