Rosie Davenport
Coors Brewers has teamed up with off-licence group Cellar 5 to trial a series of instore initiatives aimed at increasing sales in the take-home sector.
The Big Nights In scheme is being piloted at a Booze Buster store in Alsager, Staffordshire, where the brewer has installed display units designed to drive purchase for the occasions when consumers drink at home.
Cellar 5 has agreed to monitor how the project affects sales and, if it proves successful, plans to roll out the displays throughout its estate of stores, which includes Booze Buster, Wine Cellar and Right Choice.
The trial will flag up four key home drinking occasions believed to boost sales of beer, FABs, soft drinks and snacks.
Focusing on parties, watching television, quiet evenings at home and drinking beer during meals, Coors has developed a series of methods to grab shoppers' attention.
A bay in the store's beer aisle will drive the Big Nights In message with bright banners, side structures and shelving strips designed to promote impulse buying. Specially designed posters, PoS material and other retail messages will provide one of the main marketing tools. There is an emphasis on multipacks to encourage shoppers to trade up. Snacks and confectionery are also included.
"The overall concept will provide a total solution to key in-home drinking occasions and the objective is to increase sales and drive profitability by motivating shoppers into buying for these occasions," said Linda O'Brien, category marketing controller at Coors.
She added: "We want to simplify beer purchasing and promote it in a more colourful way by satisfying consumers' needs when drinking at home."
The initiative follows Coors' Beer Reverence campaign, which aimed to increase the number of occasions when consumers drank beer.