In a sign of the increasing use of PMP in the country’s alcohol category, the brewer today said a 56.8cl can of Stella Artois in the country will carry an on-pack price tag of GBP1.99 (US$2.80). A similar-sized can of Budweiser will have a GBP1.89 PMP.

Currently, selected multipacks of Budweiser, Stella Artois and Bud Light have PMP, although this is A-B InBev’s UK unit’s first use of the marketing strategy for single cans, a company spokesperson confirmed to Just Drinks.

Jessica Markowski, convenience sales director at Budweiser Brewing Group UK&I, said: “We’re happy to be expanding our price-marked packs range across two of our best-selling and most famous beers.”

PMP is mainly used in soft drinks, but the practice has jumped across to other beverage categories in the UK. In February, Cuervo launched price-marked bottles for two of its Jose Cuervo Tequila expressions in the country. The 50cl bottles, the first PMP from Cuervo, were priced at GBP15.99.

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