Beer education for indies

06 August, 2010

Molson Coors UK has launched a loyalty and beer education scheme for independent retailers.

My Cold Beer Club represents a £2 million investment for the brewer and will aim to help retailers improve the availability of chilled beer in take-home.

Some 35 field sales staff will make 30,000 visits to independents this year to advise on range, layout and visibility.

They will distribute POS and promotional gifts including branded glass-?ware and cool bags to stores which actively promote sales of cold beer.

Sales director John Heynen said: “We are committed to improving the quality of beer in the off-trade and delivering an improved in-home drinking experience.

“Cold beer is a strong 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 UK investing in a key channel to help make our customers more successful.”

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