Leffe kits

blank

drinks news

leffe kits for retailers

liquid assets, drinks news, january 2007, COMMENTS

InBev UK is ensuring Leffe makes a massive impact at the point-of-connection with two new kits that include staff uniforms and mini-chalice branded glasses, to boost brand visibility and encourage sampling.

Ken Valledy, Marketing Manager for Speciality Beers at InBev UK, says: “Speciality Beers can be valuable profit generators - so it is crucial that stockists make the most of the brand through high-impact display to raise awareness as well as using sampling to drive trial.”

He continues: “Retailers can influence customers and encourage them to try a particular brand as soon as they walk in the door. It’s certainly not just about what happens at the bar although four out of ten drinkers decide on which brand to buy at the point-of-sale so it is important to reinforce the brand message there.

“We are investing in a number of initiatives to help establish the speciality beer category over the long term and these kits are a simple but extremely effective way of helping retailers build Leffe through introducing it to more drinkers and they have been specifically designed to reinforce brand awareness at and away from the bar.

“It will also encourage more retailers to strive for a ‘perfect’ dispense because poor quality is not only a barrier to sales generally but can really damage the chances of a brand becoming established in an outlet because it puts people off.

“Although Leffe is growing phenomenally, Speciality Beer is still an emerging category and many consumers are still trying brands such as Leffe for the first time so sampling is vital.

“We specifically designed the mini-chalice glasses for sampling because it’s an integral part of savouring a speciality beer in terms of image and the impact on quality. Sampling is an important part of brand-building because according to our researc some 83% of drinkers say it would prompt them to try a new brand. Sampling is also an effective way of brand-building because when they have the chance to taste Leffe, the majority of drinkers like it.”

Retailers who are interested in receiving one of the kits should contact their InBev UK Sales Representative.

From: January 2007 Issue

Subscribe to NIGHT magazine