Treasury Wine Estates (TWE) has announced the launch of a second wave of pricemarked packs (PMPs) following a successful trial last year.
Available from mid June, the new PMP range will include Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon priced at £7.99, as well as Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz which will now be available at £6.99. The price of Wolf Blass Red Label Chardonnay Semillion and Shiraz Cabernet PMPs will remain at £6.49.
Shaun Heyes, business sector controller, impulse, EMEA at Treasury Wine Estates, said: “It’s fantastic to have received such great feedback on our PMPs from customers, especially given it’s the first time we’ve launched them on any of our wine brands. As well as delivering great value for shoppers through attractive price points, our aim was to increase profits and rate of sale for our customers.
“With the £6-8 segment now growing by 4.9% year on year and holding a 24.5% share of the total wine category (Nielsen), the new price point will allow customers to continue delivering visible value to shoppers, while enabling them to take home more profit and unlock their share of the £200m category opportunity we identified last year.”