Coors Brewers is urging retailers to get behind its Sell it Cold campaign this summer, by running displays in almost 90 wholesale depots to highlight to retailers the benefits of stocking and selling cold beer.
The brewer is running special promotions over the next few months across all its leading lager brands; Carling, Grolsch and Coors.
The depots, which include Landmark and Today’s members and Bestway/Batleys, all feature Coors’ special displays, called Sell it Cold zones. They include a single-door Carling-branded fridge, leaflets with details about the benefits of stocking cold lager and point-of-sale material for independent retailers to use in their stores.
Retailers visiting the display can also enter a prize draw to win the Carling fridge, and Coors is also offering retailers deals on the fridges in association with Husky.
Batley’s director John Tobin commented on the initiative: “We fully support Coors’ initiative and with its support have ourselves launched a promotion called Cold Attack.”
John Heynen, Coors Brewers’ director of sales for wholesale and convenience, said: “By stocking lager that is ready to drink at a perfect cold temperature, independent retailers can win additional trade.”
Heynen also stressed the importance of implementing an effective fridge planogram by using the new FWD Blueprint.