Coors aiming to get one million people back in the pub

Molson Coors Brewing Company has completed the first phase of a major education programme to engage its employees with the aim of stimulating beer sales.

The programme involves the company's 2,400 UK employees and seeks to attract one million more shoppers to the beer aisle and one million people back to their local pub.

Mark Hunter, chief executive at Molson Coors (UK), said: "We are investing heavily…aiming to increase rate of sale with a focus on beer quality in both the on and off trade. Having a team of highly skilled, engaged and motivated people is crucial."

Working with employee engagement specialists Involve, the drinks group held a day-long event and dinner along with a roadshow around the UK.

Hunter added: "This is a major investment for Molson Coors (UK) but one that we believe is absolutely vital. We need to bring our strategy to life, so that everyone knows what they can do to contribute to their team's success and, through that, to the success of the company."

Meanwhile the brewer is trying to increase its presence in the on-trade with the launch of the Coors Light Ice Cold Refreshment Plan - Peak Profits. The scheme allows licensees to introduce the brand at a trial price with supporting point of sale and staff incentives.

Coors Light brand director Jeremy Gibson said: "We have listened to our customers and created marketing support over the long term in order to both maintain rate of sale volumes and ultimately generate more profit for the outlet."

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