Budweiser launches new Corona four-pack PMPs
Research says price-marking has no effect on brand perception
Budweiser Brewing Group UK&I has launched new price-marked packs (PMPs) of its Corona lager brand.
Launched on 24 May, the new four-pack is price-marked at £5.99.
Its release comes as Super Premium drinks grew in the impulse channel by 51% in 2020, and Corona four-packs hit £6.8m in sales, a growth of 45% year-on-year.
Additionally, premium PMPs grew in 2020 by 22%. Research from Budweiser Brewing Group has found that 81% of shoppers think that PMPs are less confusing than non-priced packs, and 63% feel they are fairer.
Ruta Ambrasaite, Corona marketing manager for the UK & Ireland, Cnaaries, and expansion markets, said: “We are excited to be launching the Corona price-marked packs, leading the way for the premium beer category.
“Our consumer research and market analysis has found price-marked packs offer a huge opportunity for retailers, especially as national lockdown restrictions start to lift, meaning customers can take advantage of the at-home occasion with friends and family, and enjoy a Corona outdoors as the weather gets better.”
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