Beck’s Vier Shows Its Glass with New Promotion

The company is generating new sales momentum with the initiative that will stimulate impulse purchase and generate trial of the innovative German-brewed lager in the months ahead, with some 60,000 promotional glasses distributed to wholesalers and retailers.

The Beck’s Vier promotion will run across 300 wholesalers and 3,000 independent retailers in England and Wales from now. The mechanic will see shoppers rewarded with a boxed branded glass when they buy two six packs.

The glass is identical to the one used to dispense the brand in pubs and bars and features a distinctive square base - a first for the UK market - embossing and de-bossing to enliven the beer during the pour for enhanced quality.

High-impact point-of-connection material, including distinctive themed counter top display stands and “empty belly” posters, will be available to retailers to help them communicate the offer to customers.

“We are raising the retail profile of the brand with an appealing promotion which will make more people aware of Beck’s Vier and encourage them to sample it for the first time,” says Simon Harrison, Commercial Director, Off-Trade at InBev UK. “This distinctive glass will allow independent shoppers to enjoy a truly premium drinking experience in their own home.

“Added-value offers are very popular with shoppers because they receive an immediate reward rather than having to send off vouchers or coupons, which is the case with many promotions. They are also popular with retailers as they are proven to stimulate impulse purchase among customers because of the strength of the on-shelf offer.”

The brand increased take home volume sales by 82.5% over the past 12 months with more success to come during 2008 as a growing number of consumers add it to their drinking repertoire.*

A new TV advertising campaign - communicating the message that Beck’s Vier is “Different By Choice” – is running nationally until the end of April to boost consumer awareness and encourage consumers to seek out Beck’s Vier when they go shopping. 
 
The 30-second commercial features images relating to cultural superstars, such as free-form painters, Biz Markie, the founder of Beat Box, and symbols that have come to the fore over the years - punks and mini-skirts- all of which have achieved success by setting their own rules.
“This campaign is reinforcing consumer awareness and stimulating trial by presenting an appealing message about Beck’s Vier that will strike a chord with the target audience of 18-34-year-olds who are very much into authentic, progressive brands” adds Harrison.

Recognised as the most successful draught lager launch of the decade, Beck’s Vier is established in more than 18,000 on-trade outlets - and is rapidly building sales and distribution in take home as more retailers appreciate its business-driving qualities.

Beck’s Vier brings a premium dimension to 4%ABV lager: it has a clean, crisp, refreshing and full-bodied taste being brewed in strict accordance with the Reinheitsgebot Germany purity law of 1516.

* Source: AC Nielsen/GB/Take Home/YE Jan 26, 2008.