Beck’s Vier launches branded glass offer

Beck’s Vier is said to have more than doubled sales in the past 12 months and “spearheaded the rapid emergence of the 4% abv premium lager sector”.

Steve McAllister, commercial director for the multiple off-trade at InBev UK, said: “We are offering shoppers something that will significantly enhance their enjoyment of the brand at home – and help to develop brand loyalty in the longer term.

“This promotion capitalises on the strong consumer appeal of this unique, premium quality, branded glass - and will also deliver benefits for retailers in terms of incremental business during the important pre-Christmas sales period.

“Added-value offers are very popular with shoppers because they receive a tangible reward for their purchase and they are also attractive for retailers as they stimulate impulse purchase and attract more customers to the beer fixture.”

Consumers need to collect tokens from two 10-packs of Beck’s Vier 440ml cans to qualify for a free boxed pint glass which they send away for.

The promotion is running from mid-September in a range of multiple retailers and will be backed up with in-store support in selected outlets. “This promotion will also work for retailers through incentivising repeat purchase in the months ahead,” added McAllister.