Original idea for generating sales

09 August, 2007

Scottish & Newcastle UK has teamed up with Tesco Express to market Bulmers Original cider next to branded freezers full of ice.

National account manager Neil Mercer said: "Making it easier for shoppers to pick up cider and ice by siting them together in-store this summer is a great example of how we can work with retailers to improve the shopping experience and generate incremental sales."

Tesco ale and cider buyer Ian Targett added: "We are always looking for ways to create more interest and to enhance our shoppers' in-store experience.

"Bulmers Original-branded freezers sited next to cider provides this and we are already seeing a positive response to this initiative from our customers."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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