Merrydown Cider is making £2.49 price-marked promotional 75cl bottles of the heritage cider brand available exclusively in the convenience/wholesale/cash & carry sectors.
Both the Medium and Dry Merrydown Cider promotional bottles feature peel-off neck labels which can be removed after purchase by consumers before serving to guests.
The special promotional cases containing six bottles are flashed with a recommended £9.35 ex-VAT PMP price tag.
The price marked packs (PMPs)- which offer cash margins of 37.75% – will be rolled out from August and will be available from most major cash & carry and wholesaler stockists until December (or while stocks last).
Merrydown point-of-sale kits are also available to retailers.
Amanda Grabham – Head of Brand Marketing – Merrydown Cider – said:
“There’s been a significant increase in both retailer and consumer interest in price-marked packs.
“Consumers appreciate the price being clearly displayed on the pack, and almost half of convenience shoppers (44%) say they are more likely to buy a product on impulse when it is price-marked.
“We’re introducing the price-marked packs in the lead up to the August Bank Holiday when friends and family will be socialising – a key occasion for Merrydown Cider consumers and an opportunity for convenience retailers to boost sales by offering chilled Merrydown PMPs for last minute and top-up purchases.
“Availability of the price-marked packs is scheduled to run throughout the autumn and into the peak Christmas sales period.
“It will maintain the sales momentum created by the Merrydown Great Village Tradition summer on-pack promotion which has generated very good levels of redemption, and our summer sampling campaign which has given half a million consumers the opportunity to enjoy the award-winning ‘appley’ taste of Merrydown.
“We’d urge convenience retailers who don’t currently stock Merrydown to ride on the success of the summer campaign and use the popularity of the promotional PMP as an opportunity to add the brand to their cider range and boost awareness further by ordering up some free Merrydown POS materials to highlight the new addition which will add to the consumer appeal of their cider fixture.”