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Local News Archive
To return to the news articles click here. Beck’s Vier Boosts Brand Experience with Glass Promotion05 September 2008 - Beck’s Vier is boosting its retail profile during the year’s key trading period with an added-value promotion that will generate extra business for retailers – and an enhanced drinking experience for shoppers.The fast-rising brand is serving up a high-value offer with an on-pack promotion featuring the enticing reward of a free branded Beck’s Vier glass - identical to the one used in pubs and bars to deliver the “perfect” pint.
“This promotion capitalises on the strong consumer appeal of this unique, premium quality, branded glass - and will also deliver benefits for retailers in terms of incremental business during the important pre-Christmas sales period. “Added-value offers are very popular with shoppers because they receive a tangible reward for their purchase and they are also attractive for retailers as they stimulate impulse purchase and attract more customers to the beer fixture.” Consumers need to collect a token from two ten-packs of Beck’s Vier 440ml cans to qualify for a free boxed pint glass which they send away for.
Launched a year ago in the on-trade, the innovative glass design was developed to disrupt the lager during dispense in such a way so as to ensure a “perfect” pint every time. It features a unique square base, embossing and de-bossing to enliven the beer during the pour to help the development of a good head and a lip specifically designed to improve head retention. Beck’s Vier is brewed in Germany in accordance with the Reinheitsgebot law which stipulates that only four natural ingredients are used. * Source: Nielsen/GB Off Trade/YE Aug 9, 2008. |
The promotion will build on the established success of the brand which increased off trade volume sales by a remarkable 127.6% in the most recent 12-month period.* Beck’s Vier has spearheaded the rapid emergence of the 4% premium lager sector – tapping into shopper “premiumisation” which is now a key consumer trend.
The promotion is running from mid-September in a range of multiple retailers and will be backed up with in-store support in selected outlets. “This promotion will also work for retailers through incentivising repeat purchase in the months ahead,” added McAllister.