Carabao announces roll out of 69p price-marked cans

Energy drink brand Carabao has announced the roll out of 69p price-marked cans from June.

The new cans follow record sales growth in stores that opted to introduce the new lower price point at the start of the year.

The brand said it has seen accelerating sales in the first quarter of 2020 thanks to its implementation of a lower pricing strategy, overtaking key competitors in the convenience channel.

One convenience customer saw a staggering 226 percent rate of sale growth after the introduction of a 59p promo price, it added.

Carabao is now expanding the price marked cans to all retailers with the ‘Only 69p’ cans, which will be available for all Original, Green Apple and Mandarin Orange single serve (330ml) products.

“Price-marked packs are only effective when the price that they are offering is competitive in the wider market, and many of our competitors are not offering the same value as we are to help entice new customers to the category,” commented David Butcher, managing director of Carabao Energy Drink UK&I.  

“At Carabao Energy Drink we have been exploring the right price point to use in order to offer great shopper value and strong retailer margins and we are very excited to see the in-market results.”