Brewer Molson Coors is stepping up its support for its My Cold Beer Club in the convenience trade by making monthly visits to 3,000 retailers.
The club was launched in 2010 to highlight the advantage the independent trade has over the major supermarkets when it comes to selling chilled beer. Participating retailers who actively promote sales of cold beer in-store receive a range of POS material and promotional gifts.
Last year, a three-week tasting tour of stores offered samples of Animée, the Molson Coors beer targeted at women drinkers.
This year, the brewer has teamed up with REL Field Marketing to recruit a “dedicated team of beer category experts” who will make monthly visits to retailers.
“We’re aiming to create more innovative campaigns across the UK that generate excitement about beer,” said Mark Elson, customer contact strategy manager at Molson Coors.
Source: Independent Retail News
