WKD is set to reduce the RRP of its 700ml price-marked packs (PMPs) from £3.79 to £3.29, a decrease of more than 13%.

The permanent change will see no changes to trade case sizes, and comes ahead of a busy sales period for WKD, as young adults head to university.

Supplier SHS Drinks hopes the change will drive rate of sale for independent retailers, to whom the 700ml bottles are exclusively available.

It is supporting the reduction with printed shrink-wrap on trade cases in wholesalers to increase awareness.

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The reduction in the RRP means that the bottle is no longer available with the two for £6.50 promotion. However, the supplier said the new PMP maintains the overall “margin mix” of the previous price, and added that retailers would benefit from increased rate of sale generated by the lower price.

Alison Gray, head of WKD at SHS Drinks, said: “The focus and energy we are putting into maximising PMP sales is testimony to the importance of the independent sector to WKD consumers. WKD is the number one volume RTD brand in impulse and WKD Blue 700ml is the category’s number one bottle SKU and the brand’s flagship pack, so our renewed PMP focus starts from a robust base.

“WKD has always been a category pioneer and here we’re flying in the face of current inflationary trends to maximise value for both our consumers and our customers. The new PMP rate rolls back the years to pre-2022 levels, and our eye-catching innovative new shrink-wrap will stand-out and ensure high trade awareness of the exceptional value that the UK’s number one RTD is offering.”

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