fort, part of Bacardi Brown-Forman Brands (BBFB), is reintroducing its price marked packs (PMPs) which will be available in both 70cl and 35cl bottles of Southern Comfort Original and Southern Comfort Lime.Available from June, the PMPs include Southern Comfort Original 70cl (£17.99), and 35cl (£9.49) and Southern Comfort Lime 70cl (£14.99), capitalizing on the growing demand for smaller spirit formats and boosting sales for convenience retailers this summer.
Recent research shows that 57% of retailers agree that price-marked-packs will be the biggest driver of sales increase over the next 12 months.
On the basis that 44% of shoppers are more likely to make an impulse purchase if the product is price-marked, PMPs present a significant sales opportunity for independent retailers.
Southern Comfort marketing manager Gwen Ridsdale, said:
“The summer of 2014 is set to be a scorcher particularly with key sporting events taking place, so we want to ensure we are supporting the convenience channel and helping retailers make the most of all the opportunities summer brings.
“Our PMPs have performed consistently well, reassuring consumers they are getting a guaranteed value for money option this season and we’re confident the new packs will continue to provide reassurance and drive sales.
“We advise retailers to take advantage of the sales and profit opportunities and stock up now.”
