In
spite of difficult economic times, Molson Coors (UK) is increasing its marketing
investment in 2010 to stimulate performance of the beer category for its
customers, aiming to increase rate of sale with a focus on beer quality and
delivering a great in-home experience.
Building on a
successful 2009 Molson Coors (UK) are taking a determined and positive approach
to growing their brands and its customers’ businesses in 2010 by attracting 1
million more shoppers down the beer aisle.
As part of Carling’s commitment to continually
improving the quality of beer in the off-trade and delivering an improved
in-home drinking experience the new Carling Taste Lock Can will be launched in
April 2010. Supported by new packaging and in store point of sale the new
Carling Taste Lock Can will deliver added value to both customers and shoppers.
The exciting Taste Lock Can not only
locks in the great taste of Carling, the new padlock thermo device goes
blue when it’s cold so you know when it’s time to ‘unlock’ and enjoy a great
Carling experience.
Coors Light will be supporting its cold innovation
and continued promotional initiatives with significant media
investment. The new Cold Activated can format will be advertised on
TV from March this year; introducing it alongside the Cold Activated
bottle - itself heavily supported across 2009 and into this year with
advertising, glassware deals, 'Free Rewards' and a range of exciting new SKUs.
We'll continue to invest in retailer-partnered advertising across 2010 as our
customers enjoy the added value from this dynamic new 'light-tasting'
category spearheaded by Coors Light.
Building on their successful on trade campaign in
2009 Grolsch will be seeking to enrich the drinker experience in home
by bringing ‘Dutch style continental drinking’ to life starting with the launch
of the Home Experience pack in March. Drinking occasions are becoming
increasingly continental in style with consumers appreciating authentic
and genuine brand experiences and the new on pack Grolsch promotion offers
consumers the opportunity to order glassware, skimmers and everything they need
to enrich the in home drinking experience
through delivering the Grolsch Continental Serve.
Molson Coors (UK) will also be investing
significantly in creating new occasions for beer and food with a series of
initiatives designed to get more shoppers putting beer in their baskets and
increasing overall basket spend. Beer and food
occasions are worth £2.5bn[1] to the
beer category and off trade occasions that feature food have increased by over
20% in the last 5 years[2]. With ethnic food sales expected to rise to £1.6
billion by 2013[3],
the burgeoning popularity of ethnic cuisine in the UK brings with it huge potential
for Molson Coors (UK) brands Sol, Singha and Cobra and 2010 will see in store
activity to support Cinco de Mayo and Mexican Independence day, Thai New Year and Cobra
National Curry Week.
John Heynen, Off Trade Sales Director commented: “Beer is a natural partner for a wide range of
interesting food styles and with the off-trade set to overtake the on trade by
2011[4]
as consumers spend more time cooking at home we are able to offer a relevant
and diverse portfolio for all food occasions. Food occasions represent a major
growth opportunity for beer in the off-trade and our plans for 2010 present a
great opportunity to grow sales.
Our commitment to increasing investment in order to
stimulate the beer category and attract 1 million more shoppers down the beer
aisle continues across all of our marketing plans. In 2010 we are committed to driving the beer
market forward and this preview gives a sense of our ambition to support our
customers businesses”.
In 2010 Molson Coors (UK) will be investing an
additional £8.1m over 2009 (+16%) of brand support, investing in our brands and innovations that will
stimulate the beer category, helping to make our customers more successful.
[1]
MCBC insight estimate based on ONS and Alcovision
[2]
Alcovision
[3]
Mintel – ‘Ethnic Cuisine UK’,
March 2009
[4]
CGA Data
