Diageo launches first-ever PMPs for Johnnie Walker

Diageo is to add to its range of price-marked packs (PMPs) spirits with the launch of a Johnnie Walker Red Label PMP in 70cl and 35cl.

The launch follows the success of Gordon’s 70cl and Captain Morgan Original Spiced Gold 70cl PMPs launched last year.

Diageo says Johnnie Walker Red Label has “bucked the downward category trend” and enjoyed 43% value growth in the past 12 month [Nielsen] and the brand is “looking to help retailers capitalise on this popularity and consumer love with the new PMPs”.

In convenience, PMP spirits have more than tripled in value in the past year with growth of 241% [Nielsen Scantrack], and Diageo’s 70cl PMP SKUs have performed on average 31% ahead of the standard SKUs.

Patricia Mota, category development manager for convenience, Diageo GB said: ‘We know that PMPs are a proven driver for consumers – they inspire trust and improve perception. All convenience stores deal with the barrier that is consumer confidence, and retailers can combat this by stocking a range of PMPs, assuring shoppers that they are not being overcharged. The majority of consumers believe PMPs to be a promotion, and are 18% more satisfied with a store if PMPs are available.”

Johnnie Walker Red Label PMPs are available in RTM in cases of six bottles, with specific on-pack visibility for retailers.

Mota added: “Specifically to wholesale, retailers will also be looking to stock PMPs – 50% of retailers will be stocking more PMPs over the next 12 months, and the majority believe that PMPs sell faster than standard packs [him!]. Wholesalers should stock up on PMP SKUs like Johnnie Walker Red Label to benefit from this growing trend.”

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