Southern Comfort is reintroducing its pricemarked packs (PMPs) to increase impulse purchasing this festive season.

Available in store now, Southern Comfort Original 70cl  will offer shoppers a £1 saving, bringing the rrp to £16.99.

Gwen Ridsdale, Southern Comfort marketing manager, said the packs would support the convenience channel and help retailers make the most of this festive season. 

She said: “Pricemarked packs are seen as one of the biggest drivers of sales increase, with shoppers more likely to make an impulse purchase if the product is pricemarked.

“With this in mind, PMPs present a significant sales opportunity for independent retailers.”