Malibu is introducing a £12.99 PMP for its 70cl bottle this month, following the successful launch of a 35cl PMP last year.

Research by HIM shows 86% of shoppers would trust a pricemarked pack over the shelf price, and 79% of shoppers view pmps as a promotion. “Value does not always have to mean the lowest price – it is about offering a ‘fair price’,” said Pernod Ricard UK’s off trade spirits director Chris Shead.

“Pricemarked packs provide independent retailers with a trusted mechanic to offer this value to consumers, while driving profit for the channel through increased rates of sale.”

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