The brand said research by HIM has found that 71% of consumers are now more likely to buy a product in a price-marked pack.
Category controller Mark Holdsworth said: “Offering Eristoff in a price-marked pack is a great way to drive distribution, interest and exposure of the brand in the convenience channel.
“Our vodka is targeted at 18 to 24-year-olds, offering an alternative to the others on the shelf and with the new price point on our Original 70cl bottle we’re sure that it will drive sales for the brand. Eristoff’s association with music and snow sports, and continued success in the on-trade proves that consumers have an appetite for the brand, and Eristoff Original PMP will stand out to those looking for a cool vodka brand with the premium qualities they demand.
“To see a price set by a brand is a growing trend across many food and drink categories and is becoming a great consumer pull for retailers.”