Jägermeister, the UK’s No. 1 best-selling speciality spirit, is introducing price marked bottles for the first time this month.
Available in convenience stores and wholesale channels, the price marked bottles will be sold across 50cl, 35cl and 20cl bottle formats to increase visibility and distribution and reassure consumers they are paying a fair price – in a bid to help retailers tap into the £224million party spirits category.
The brand, which is the 3rd best-selling spirit brand in the UK on-trade1 with a 4.5% value share of total spirits in the on-trade and 0.45%1 value share in the off-trade, will be rolling out 200,000 bottles to cash and carry outlets, convenience stores and wholesalers price marked at £14.99 (50cl), £9.99 (35cl) and £5.99 (20cl).
The roll out of the price marked bottles coincides with the launch of the brand’s Give It A Shot category initiative, which illustrates the huge off-trade potential and steps retailers can take to increase their shot spirits sales.
Jonathan Dennys, Mast-Jaegermeister UK Customer Marketing and Insights Controller, comments: “The convenience sector is becoming increasingly significant when it comes to alcohol sales, with ‘a drink before going out’ now the most important off-trade occasion for 18-24s2. And so visibility is key, especially during key trading times leading up to the weekend and the party season.
“Jägermeister’s price marked bottles will help our trade partners not only reassure consumers they are paying a fair price – which is a key factor due to the impulse nature of the convenience channel, but they will also help to generate stand-out on shelf. These bottles also provide our trade partners with a greater choice when it comes to stocking their shelves.”
The price marked bottles also tap into the demand for fractional bottle sizes which are seeing double digit growth, with 35cl formats now accounting for one fifth of all spirits spends in convenience.