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DRINKS NEWS
NEW HOEGAARDEN POS KITS
LIQUID ASSETS, DRINKS NEWS, JANUARY 2007, COMMENTS
InBev UK is helping new draught Hoegaarden stockists establish the brand in-outlet with the launch of eye-catching point of connection material and new quality information for bar staff, including a pocket trouble-shooting guide to creating the perfect pint. The company is also introducing new sampling kits for current stockists to drive sales and encourage trial.
The new stockist kits, now available, feature a back bar display crafted into branches which support Hoegaarden branding plus a sampling glass, a giant branded glass to create bar ‘theatre’, and bar runners to boost visibility at the bar.
InBev UK is also providing blue branded wall art, hexagonal table talkers, drip mats, aprons and polo shirts for staff to communicate the brand message away from the bar. The kit also contains 24 half-pint and pint Hoegaarden glasses to ensure that the beer is always served in a branded glass.
“Research shows that four in ten consumers are undecided about which brand to buy until they come to order so retailers have an opportunity to encourage sales as soon as consumers arrive at the outlet, which is vital when introducing a new brand”, says James Watson, Marketing Manager for Hoegaarden at InBev UK. “The new material has been designed to stand out both at the bar and through-out the outlet to create maximum awareness.”
The new trouble-shooting guide helps bar staff identify quickly any pint which is less than perfect, covering areas such as incorrect serving temperature. Additional new educational material includes draught pour stickers for the font to help bar staff pour correctly every time, and pocket-sized background information about Hoegaarden to equip staff to answer questions and to encourage recommendation.
Watson continues: “Staff play an important role in establishing a new brand. We appreciate that for many outlets Hoegaarden, as market leader, will be the first speciality beer introduced and that if the quality is not right from the off-set, it will have a detrimental effect on the growth of a profitable category for retailers.”
InBev UK’s new Hoegaarden sampling kits are now available to stockists to help boost sales and to encourage consumers to try the white beer for the first time.
“Sampling is one of the most effective and ongoing ways of building sales”, adds Watson. “The new kits contain everything bar staff need to trial Hoegaarden easily, including posters and drip-mats to tell consumers that they can enjoy a sample, plus miniature branded glasses.”
Retailers who wish to receive a sampling kit should speak with their InBev UK Sales Representative.
From: January 2007 Issue
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