Greene King has launched pricemarked packs for its IPA and Belhaven Best cans.
Hoping to capitalise on the 4% year-on-year growth of ales (Nielsen), the pricemarked cans are available in packs of four with an rrp of £4.99 for Green King IPA and £4.49 for Belhaven Best IPA. Green King estimates there is a £50m ale opportunity to be unlocked in the convenience channel.
Take home sales director Neil Jardine said: “We are launching these brands in pricemarked packs at a really exciting time in the evolution of this vibrant and exciting category. We believe that, in conjunction with the industry leading TV advertising that they receive, this gives independent retailers a fantastic offer for their customers.”