Retailers have to take a fresh look at their stores – remove the clutter, fill the shelves and get some special activity going. Shopper’s expectations have to be exceeded. The coupon promotion to be featured in the Daily Mirror and Daily Record looks great with a total coupon value of over pound;2 and a good mix of products, too.

We were happy to see other independent businesses wanting to take part this year. The local independent butcher, hardware store, newsagent and bakery are all valid outlets for the MSYS campaign.

SABMiller’s pound;4m spend on Peroni Nastro Azzurro Italian lager is well timed given the arrival of Carlsberg Italia’s Birra Poretti and Heineken’s Birra Moretti. Despite their quality and strong soccer and food connections, can we really hold out much hope of developing volume sales for either? The imported premium lager market is overcrowded and we must make difficult choices and only support those brands with significant marketing investment.

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