23 Jul 2007


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Big results for S&N at the end of the first round


S&N

Source : S&N
Scottish and Newcastle UK's consumer brand sampling programme, 'The Biggest Round,' has taken the off-trade by storm by involving more consumers than ever before – with one month still to go!

During the campaign, which will run until the end of August, more than 400,000 consumers have been encouraged to engage with new brands by discussing their usual choice of drink and taste preferences with a brand specialist at in-store sampling points. A suitable S&N UK brand is then offered to encourage consumers to try new products within the range.

The new S&N UK brands being promoted are: Bulmers Original, Strongbow Sirrus, Jacques, Foster's Twist, Kronenbourg Blanc and Kronenbourg Premier Cru. The rising trend for over-ice ciders has been evident during the sampling programme, with the most popular brands being Bulmers Original, Jacques and Strongbow Sirrus.

A team of 50 trained brand specialists have carried out the equivalent of 1,440 sampling days since the campaign's launch at the beginning of May, and this will reach 2,000 days by the end of August.

Andy Mitchell, Customer Marketing manager at S&N UK, commented: "By interacting with consumers we have been able to understand their personal taste preferences and suggest appropriate beers and ciders within our portfolio of drinks. This has encouraged consumers to try new brands and hopefully widen their drinks repertoire as a result - we have had some great feedback so far! It is also interesting to see that our development of the cider-over ice category, in reaction to market trends, has been well received, and the sampling programme has introduced more consumers to these brands."

Sampling points can be found in flagship Tesco, Asda, Sainsbury's, Coop and Somerfield stores from Thursday until Saturday. Convenience stores such as Nisa, Thresher, Budgens and Bargain Booze are also taking part.

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