E-Malt.com News article: 4491

United Kingdom: Interbrew UK is driving the success of Leffe — Belgium’s no 1 speciality beer — with the launch of a high quality merchandising kit for new stockists, The Publican posted on March 21. The initiative will help establish the brand with consumers as it becomes available in new outlets across the UK through increased visibility and an enhanced drinking experience.

Colin Pedrick, Managing Director, On Trade Sales at Interbrew UK, says: “Speciality beers are all about quality and savouring the experience and we are reflecting that in all aspects of our support for retailers, to continue the growth and interest in the category that we’ve seen over the last two years.

“Speciality beers are a premium, special product, steeped in quality and we have introduced the new kits to help communicate this and firmly establish the brands in terms of visibility.”

The kit contains leather-look dripmats and a drip-catcher holder and back bar displays and tent cards reflecting the premium credentials of the brand. New stockists will also receive 24 glasses and two cases of Leffe Blonde to enable the staff to discover more about the brand which will ultimately encourage them to recommend it to customers

Pedrick adds: “As well as enhancing the experience of drinking Leffe, the point of sale has a role to play in getting the brand noticed. The biggest factor affecting drink choice is visibility once consumers are in the bar so it is important that retailers reinforce brand awareness around the bar.

“Our research shows that 45% of consumers are influenced by display and that up to half of purchases are decided at the point of purchase. Display is particularly important in emerging categories such as speciality beer because consumer knowledge of these brands is limited so they need to be reminded about them when they are at the bar so they are encouraged to sample them. “The speciality beer category has grown 17 times faster than the GB beer market across the last four years.”


23 March, 2005