Coors plays it cool

Molson Coors (UK) has launched a £2 million off-trade educational incentive initiative it’s calling “My Cold Beer Club”.

Designed to turn around declining beers sales in the convenience sector and satisfy shopper demand for cold beer, My Cold Beer Club involves a combined strategy of field, phone and direct mail activity.

A team of 35 field staff will be making 30,000 visits to convenience stores throughout the year, inviting retailers to join My Cold Beer Club and advising on how they can create consumer demand and raise the profile of cold beer in their store.

Retailers who are actively promoting sales of cold beer in their store through appropriate range and layout, visibility of brands and increased Molson Coors offering, will receive a range of point of sale material and promotional gifts – such as branded glassware, cool bags, BBQ’s, external signage – to drive sales of Molson Coors cold beer brands.

John Heynen, sales director Molson Coors commented: “At Molson Coors we are committed to improving the quality of beer in the off-trade and delivering an improved in-home drinking experience for our drinkers. We believe that a strong convenience sector is important, and that cold beer is a big USP for convenience stores that will increase beer category sales.

My Cold Beer Club is about rewarding loyalty with independent retailers and sees Molson Coors investing in this key channel to help make our customers more successful.”

Ben McFarland, 20.08.2010