A retailer loyalty scheme to support Kronenbourg 1664's Passionate Experiences consumer promotion has been devised by Scottish Courage. The brewer is approaching 4,000 independents with the scheme offering merchandise under passionate' themes. This includes clothing (passion victim), electronic accessories (objects of passion), instore accessories (lasting passion), travel vouchers for lastminute.com (passion thrillers), and free cases of the brand (passion for profit). Loyalty points are linked to the amount of 1664 purchased and the scheme runs from now until the end of the year. This will be supported by point of sale material to help retailers build displays. Marketing director Brian Sharp said: "We have opted for a targeted rather than a blanket approach to independents so we can give greater added value. "This loyalty scheme will reward retailers with opportunity to redeem points for goods, either for themselves or to help increase profits." The Passionate Experiences promotion is a £1m on and off-trade promotion linking 1664 with lastminute.com to provide passionate holidays and experiences for consumers. It features a free prize draw and a consumer collection scheme. There are 1,664 prizes to be won and each marked ring pull or bottle top will be worth 10p of lastminute.com product. Up to £100 can be collected. {{DRINKS }}