Major brand acquisition and the transfer of manufacturing to its under-utilised brewing and packaging facilities would make sense as beer consumption continues to fall.

We collect a lot of data tracking our customers buying habits but do absolutely nothing with it. Why not? When my family broke its shopping habits switching from one multiple to another, within weeks we received discount vouchers through the post worth pound;3 a week of a minimum pound;30 spend for the next 10 weeks to pull us back.

As a wholesaler, shouldn’t we be identifying absent customers and significant changes in spending habits? All we appear to do is chase after a few big buyers and offer them discounts for volume purchases.

I always thought advertising should either inform or entertain. Cadbury’s awful Trident ‘Mastication for the nation’ TV ads only confuse and irritate me. No issue, however, with Right Said Fred and the brilliant ‘I’m too sexy’ Daz campaign.

The Dreamz Meanz Heinz range promotion looks like a lot of fun and we can exercise our best merchandising and display skills in the warehouse and the prize spread will grab a lot of consumer interest.

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