Focus on independents helps to increase sales

Carlsberg was delighted to be awarded the FWD Gold Medal for the Drinks Brand of the Year following its market-leading performance in Take Home this year. The award is voted for by customers and is testament to the commitment Carlsberg has shown to working with independents to help drive sales.

Carlsberg Lager is the fastest growing top 10 lager brand year on year in Impulse, and in April this year the Carlsberg family of brands became the number one in Take Home, overtaking the Artois brands. Latest yearly data shows Carlsberg Lager enjoying value growth of 19% in total Take Home and 22% in Impulse*.

Carlsberg UK puts its success down to a winning advertising strategy, brand plans that have focused on driving sales around key occasions including Euro 2008 and the BBQ season, and a strong focus on customer and shopper.

Carlsberg’s association with football, including its long-term link with Liverpool FC and its status as the official beer of the England football team, has been used to bring the brand to life in-store with POS and incentives for customers and consumers.

Research has shown that Carlsberg Lager is the number one lager for football fans**, and by promoting the link effectively in-store the territory customer managers have helped drive sales, contributing to the successful year the brand has enjoyed in 2008.

Carlsberg UK believes the success has been further driven by having the right strategy in Impulse, with a dedicated sales-force calling on the biggest independents offering support and category advice. The brewer also has a contact strategy for smaller independents as well as consistently making price-marked packs available across a strong portfolio of brands.

Carlsberg UK took over the rights to San Miguel in 2008, further strengthening its portfolio and moving Carlsberg UK’s overall share to become the 3rd biggest brewer just behind Heineken UK.

The award was collected by Chris Houlton, customer director, national accounts, at Carlsberg UK.

* Nielsen MAT to 29 November 2008

** TNS volume share of lager for the eight weeks to 13 July 2008

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