Free pints in pubs when the temperature drops
Molson Coors has partnered with 136 Greene King pubs across the UK to give away free pints when the temperature drops this winter. db discovers more about the deal.
Following a study into temperature, Molson Coors has discovered that almost one in six (16%) of British people would still be happy to sit outside when the temperature is around 9°C, while 5°C appeared to be the cut-off point where the vast majority (98%) of people would call time on the beer garden.
According to the global brewer, temperatures are expected to stay mild into November, but when the temperature drops and winter arrives, publicans are going to need to get creative to attract customers.
Keeping momentum going for pubs
To assist with this predicament, Molson Coors has said it is “stepping in to lend a hand” and has teamed up with 136 Greene King pubs to give away free pints of Coors lager every time the temperature dips below 5°C – helping venues draw people back in.
People visiting participating venues will be able to claim one free pint of Coors and also be entered into a prize draw for the chance to win a three-day winter getaway to Reykjavik, Iceland.
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Speaking to the drinks business, Coors marketing controller Abigail Spencer said: “With Brits clearly willing to brave the cold, pubs have an opportunity to squeeze every last drop out of the upcoming November weeks when it’s still mild enough for the beer garden. Then, when it properly gets cold and hits 5°C, we’re there with free pints to bring people back inside and keep the momentum going.”
Driving footfall
Spencer explained: “As a brand that’s built around celebrating ice-cold refreshment, Coors has always had an affinity for those moments when cold really means cold. Our colour-change technology tells drinkers exactly when their pint has reached peak refreshment — so we set out to explore how Brits really feel about the cold and help pubs and bars create little moments of delight through the chillier months.”
Spencer told db: “This campaign is about supporting our Greene King partners right through the season – giving them the incentive to drive footfall when they need it most. And for those hardy souls who do brave the cold for their pint, the chance to win a winter getaway to Reykjavik is a nice prospect to round off the year.”
The campaign will run in participating venues throughout November and Coors plans to give away around 2,000 free pints in total.
Molson Coors also recently launched a scratch card promotion for its lager brand Madrí Excepcional that rolled out to across more than 2,000 pubs across Stonegate, Wholesale and Greene King venues throughout November.
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