Coors Brewers is urging retailers to support its ‘Sell It Cold’ campaign for what is predicted to be one of the hottest summers on record.
The brewer is running special promotions over the next few months across all its lager brands, which include Grolsch, Carling and Coors, using displays in wholesale depots to highlight to retailers the benefits of stocking and selling cold beer.
John Heynen, Coors Brewer’s director of sales for wholesale and convenience, said: “By stocking lager that is ready to drink at a perfect cold temperature, independent retailers are offering consumers something they really want and can therefore win additional trade as a result. Few outlets in the UK do this well, and those that embrace and implement the concept properly can really steal a march over their competitors.”
Nearly 90 depots will contain the displays, including Landmark and Nisa-Today’s members and Bestway/Batleys.
The displays, called Sell It Cold zones, include a single-door branded fridge, leaflets about stocking cold lager and point-of-sale material.