Stella Artois Shows Its Glass with Added-Value Promotion

The company’s biggest branded glass promotion of the year will reinforce the retail profile of the No 1 take home alcoholic drinks brand at a key time for lager sales and drive incremental business for wholesalers and independents.

The promotion, which offers independent shoppers a free boxed Chalice glass, supports InBev UK’s new pull-through wholesale strategy by incentivising sales in the retail outlet.

Simon Harrison, Commercial Director, Off-Trade at InBev UK, says: “This campaign will attract more shoppers to the Stella Artois brand, help generate impulse purchase and reward brand loyalty during the summer peak for lager business.

“Instant redemption promotions such as this which offer a strong element of added-value are very appealing to independent shoppers and retailers alike because they produce proven results in terms of sales uplifts. Shoppers are rewarded with instant added-value, while retailers will appreciate the sales benefits this promotion delivers because it will encourage more shoppers to trade up to Stella Artois.”
Independents who purchase eight cases of the 8x500ml can pack of Stella Artois from participating wholesalers will receive 12 free boxed Chalice glasses for use in their own in-store promotions. Point-of-connection will also be available to support the promotion both in the wholesale and independent outlet. 
 
The push builds on consumer awareness created by a nationwide poster campaign on more than 3,200 sites in April and May. One poster featured the Stella Artois Chalice glass and the message: “A Chalice crafted to keep your beer colder for longer” with images supporting the chilled positioning and the brand’s brewing heritage which stretches back to 1366.

Harrison adds: “The campaign has underlined the craftsmanship associated with the brand and the fact that the innovative Chalice glass is designed to keep the beer colder for longer.
It has made more people aware of the benefits of the Chalice glass – and this promotion will give them the chance to claim their own glass in-store which is a very tempting offer.”

Promotional stock is now available from 100-plus wholesalers and it is estimated that some 6,000 independent outlets will participate in the promotion when some 80,000 Chalice glasses will be distributed.

The glass, which is the same as the one made available to pubs and bars in 2007, keeps Stella Artois 23% colder than other pint glasses after ten minutes - enhancing the drinking experience. It has been specifically developed to complement Stella Artois and is shaped to retain the flavour of the beer and deliver just the right amount of head.

Stella Artois leads all other lager brands in terms of product quality and being “worth paying more for” according to independent consumer research.* Stella Artois is available in five out of ten independent outlets, is the third biggest grocery brand in the UK and in take home is larger than all the other leading premium lagers added together.**

* Source: Brand Performance Tracker, Synovate/January 2008.
** Source: AC Nielsen.