Treasury launches PMPs for Wolf Blass and Lindeman's
Treasury Wine Estates has launched price-marked bottles for Wolf Blass and Lindeman’s in an effort to “unlock a £200 million opportunity” in convenience.
Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon are priced at £7.49, while Red Label Chardonnay Semillion and Shiraz Cabernet are £6.49.
TWE has also launched PMPs of the Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz at £6.49.
Prices will be highlighted on the bottleneck.
Head of customer marketing Shaun Heyes said: “While popular in other categories, PMPs have never been a major focus for the wine category.
“Retailers expect PMPs to be the biggest driver of growth over the next year and they have been a major growth driver for other BWS categories including beer, and more recently, spirits. Eighty-five per cent of convenience wine shoppers would buy PMP wine but hardly any are available.
“Research also shows that the rate of sale is higher for PMPs over standard packs. This combined with the fact that wine shoppers spend more than double the average convenience shopper spends reinforces why we’ve chosen to launch our first ever range of PMPs.
“We identified a £200m opportunity in May this year that retailers can benefit from by offering a balanced range of wines, merchandising the fixture correctly, having clear pricing and a good chilled offer to attract wine shoppers into store and encourage them to purchase.
“The SKUs we have chosen are already growing the wine category in this channel and by offering white and red varietals across the range, retailers can increase the choice available to shoppers.
“Our research has calculated that by stocking these SKUs where they don’t currently stock them in standard packs, retailers could increase their wine sales by £1,000 a year.
“With the £6-£8 segment growing by 5% year on year and with a 24% share of the total wine category, our new range of PMPs will help retailers deliver visible value to customers.”
The introduction of these new price marked packs will coincide with multi million pound above-the-line marketing campaigns, as well as in-depot and in-store POS.