Quintessential Brands is appealing to cash conscious consumers with the rollout of pricemarked packs (PMPs) of Greenall’s Wild Berry Pink Gin across the UK convenience channel from November.
Available for the special price of £15.99, the firm claims that the new packs are designed to build trust amongst shoppers and ultimately drive repeat purchase in the convenience sector – in line with recent IRI data that found PMPs boost repeat sales in gin by 33% (IRI Convenience GB - 52we 14th July 2019 – Gin).
Simone Thomas, route to market business unit director at Quintessential Brands, said: “Value for money plays a big role in consumers’ shopping decisions and PMPs ensure that consumers know they are getting a good deal. This is increasingly important for Greenall’s, particularly in the crowded flavoured gin category, as it allows the brand to stand out from other competitors on shelf. Following on from Greenall’s recent zero-sugar campaign, which highlighted the brand’s USP as one of the only flavoured gins to contain zero sugar, we’re confident that Greenall’s Wild Berry Pink Gin will be in demand across the UK this Christmas.”
To support the launch, the brand is holding a competition for convenience store owners and employees, giving them the chance to win £1,000 of Love2Shop vouchers. To win, entrants simply have to follow @Greenallsgin on Instagram and post an image of the Greenall’s Wild Berry Gin price marked display in-store using the hashtag #greenallspink. The competition will run from 22 November until 31 January 2020.
