New Website Helps Retailers Seize Spec Beer Opportunity

The company, which has the leading portfolio of Speciality Beer brands including Leffe, the No 1 brand, and Hoegaarden, the No 1 white beer, is ensuring that retailers can gear up to cater for the growing consumer shift to Speciality Beer.

The site - www.specialitybeerselection.com - goes live in May and will take over from the industry’s first dedicated Speciality Beer site which was launched by InBev UK in 2005 when the category was first experiencing strong growth. 

One useful new feature will allow InBev UK customers to order the latest point-of-connection material to reinforce the brand message on and around the bar. Other fresh features include a video training section demonstrating how retailers can achieve the “perfect” pour of Leffe and Hoegaarden, a recipe section outlining new culinary ideas and live streaming of the latest drinks industry news.
Ken Valledy, Brand Director at InBev UK, said: “We want to provide customers with the most comprehensive range of information so they can understand the category and appreciate how to develop it as part of their business.

“The site provides practical advice on a range of issues that will impact on the performance of Speciality Beer going forward. This includes advice on delivering consistent dispense quality, tips on combining Speciality Beer with food and guidance for retailers who want to host a sampling event.

“The site will be very much the first port of call for retailers who need more information on Speciality Beer and want to know how to make the most of the sales opportunity it represents.”

Favourite features of the established site will be maintained including:

• Tips on hosting a sampling session - a key part of business-building in the Speciality Beer category - including crucial dos and don’ts for retailers.
• A recipe of the month section featuring seasonal dishes that retailers can utilise - including a competition encouraging retailers to submit their own favourite recipes.
• A case study feature hosting testimonials of outlets that have been successful with Speciality Beer including information on important issues such as brand visibility, food matching and sampling.
• Regular email newsletters keeping visitors up-to-date with news, fresh recipes and competition updates. 
• A feature allowing retailers to request a site visit to become a Speciality Beer stockist.

Valledy adds: “A website is the most accessible information resource for the growing number of retailers who use the internet as part of their daily business. The beauty of a website is that it can be regularly updated to keep abreast of category and brand developments and is also interactive so can reflect the views of retailers.

“This means that retailers will remain very much up-to-date with what is happening and will be well placed to tailor their business approach to take account of emerging trends and changing tastes as more consumers add Speciality Beer to their regular drinking repertoire.”

The address - www.specialitybeerselection.com - will be featured on all branded communications including promotional material for the InBev UK portfolio of Speciality Beer brands to encourage as many retailers as possible to visit the site.