WKD is to significantly reduce the RRP of its 700ml PMP bottles.
Phasing in this autumn, it is bringing down the price of its glass sharing bottles from £3.79 to £3.29, representing a decrease of over 13%.
The lower PMP level will apply across all flavours in the 700ml range.
“The new price will apply on an ongoing basis: it is not for a limited time nor as a short-term promotion. There are no associated changes to either individual bottle sizes or trade case sizes,” the brand explained.
The move to reduce aims to welcome cash-strapped consumers ”suffering through a prolonged cost-of-living crisis”, and hopes to further grow rate-of-sale for independent retailers.
In addition to the reduction, SHS Drinks is also introducing printed shrink-wrap for its 700ml bottles.
Alison Gray head of brand at 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.”
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