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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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 – which makes it especially galling that we spend so much time divided over it.

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