TREASURY Wine Estates has launched a second wave of price-marked packs, with packs priced at £6.99 and at £7.99 a bottle, following a trial of an initial range last year.
It says research has shown the first phase of PMPs performed exceptionally well and that feedback from wholesalers highlighted that the PMPs were attracting new customers into the wine category.
Shaun Heyes, business sector controller, said: “It’s fantastic to have received such great feedback on our PMPs, especially given it’s the first time we’ve launched them on any of our wine brands.
“Figures on the rate of sale are extremely positive but we’re keen to ensure that we’re also offering strong profit margins for customers, which is why we’ve taken the decision to revise the pricing of the range.
“With the £6-8 segment growing by 4.9% year on year and holding a 24.5% share of the total wine category, the new price point will allow customers to continue delivering visible value to shoppers, while enabling them to unlock their share of the £200m category opportunity.”
