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June 3, 2021

Anheuser-Busch InBev adds Corona four-pack to UK price-marked expansion

Anheuser-Busch InBev's UK unit has released the first price-marked packs (PMPs) for Corona Extra in another ramp-up of the promotional format.

By Andy Morton

The 4x33cl SKU, priced at GBP5.99 (US$8.50), rolled out to the UK off-premise at the end of last month, A-B InBev said this week. The launch follows the release, also last month, of the first single-can PMPs for Corona’s A-B InBev stablemates, Budweiser and Stella Artois, in the UK.

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According to Budweiser Brewing Group UK&I, A-B InBev’s division in the UK and Ireland, PMPs are increasingly favoured by consumers as the packs are “less confusing and more transparent”. The unit also cited its own study that found the inclusion of prices on packs does not devalue the premium credentials of a beer brand in the eyes of consumers.

“The inclusion of prices on packs neither adds nor detracts from the consumer perception of a brand, alleviating any concerns that it affects perception of a premium product,” BBG said.

Tough pricing decisions ahead for brand owners as aluminium shortages bite – Click here for a Just Drinks analysis

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6 Keys to Simplified Labeling Changes in Life Sciences

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