Stowford Press grows off-trade volumes by 69%

16 May, 2013

Westons Cider has introduced a price-marked pack for Stowford Press to build on volume growth of 69% in the off-trade (IRI Volume MAT to April 27, 2013).

A four-pack of 50cl cans is available in the impulse section, priced at £4.49.

Ian Lewis, head of marketing, said: “The continued success of Stowford Press in the off-trade sees the brand going from strength to strength and far beyond our expectations.

Referring to a 2011 study by HIM PMP, he added: “Research has demonstrated that there is a demand from customers to have price marked packs – 98% of consumers want PMPs, but only 78% of retailers stock them.

“Consumers perceive PMPs as a confidence booster, getting good value for money as consumers increasingly look for the best offer for their money.

“Price marked packs are known to drive impulse purchases – 44% of shoppers stating they are more likely to buy a product on impulse if its marked accordingly.  

As the official cider of England Cricket it is certainly an opportunity we wanted to explore for Stowford Press and with the Ashes being the only big game in town this year, it is an opportunity not to be missed for retailers.”

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