Cash for independents in Carlsberg push

04 March, 2011

Carlsberg is offering cash prizes for the best merchandised independent stores as part of a marketing drive around what it calls “the big five” national events of the spring.?The lager brand is targeting its marketing efforts at a period that includes Easter, the Royal Wedding, the FA Cup Final and the two May Bank holidays.?The campaign will include press advertising, digital activity and a radio campaign, starting from April 21.?A £500 cash prize will be offered in each sales region to the independent with the best Carlsberg-merchandised display based around the big five idea.?“The timing of the Royal Wedding means retailers have five massive sales opportunities in a five-week trading period,” said Darran Britton, marketing and strategy director at Carlsberg UK.?“We believe this is the biggest trading opportunity in 2011 and that is why we are investing significantly behind it with the Carlsberg brand.”?Carlsberg said it managed to increase its market share in the UK in 2010 despite “challenging” trading conditions.

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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