New Grolsch promotion targets on-trade

Molson Coors is launching a £13m campaign next month to promote Grolsch.

It involves four different elements. An advertising campaign will run on billboards, in magazines and online. A targeted mail-out will give consumers vouchers to redeem for a free pint of Grolsch in selected outlets. Drinkers will be able to win prizes including Grolsch-branded bikes via an instant-win competition in pubs. And bar staff will be given incentives to offer samples of Grolsch.

Molson Coors will select the outlets to take part in the promotions, but licensees can nominate their pub for consideration by contacting the brewer's reps.

It is hoped that the free pint offer will draw incremental trade to pubs.

Each pub selected to run the competition will have one bike to give away. Consumers buying a pint of Grolsch are given a peel-apart coaster that will tell them if they have been successful. Other prizes include T-shirts and ring tones.

The incentives scheme will see staff rewarded for offering drinkers try-before-you-buy samples of Grolsch using new branded taster kits. Staff will be assessed weekly by mystery shoppers - those recommending Grolsch will be given prizes on the spot.

Grolsch brand director Dave Griffiths said: "The campaign allows Grolsch the opportunity to work with customers to enrich the drinker experience in their outlets. By bringing Dutch style continental drinking to life, we are creating new opportunities for customers to differentiate and add value to their service offering."

This is the biggest promotion for Groslch since 2006, when the 'Green Light District' scheme trained bar staff in table service and pouring the draught product with a Continental-style frothy head.