InBev UK has developed a sampling kit for Leffe Blonde. The kits are being distributed to on-trade retailers from this month.

The kits include a complimentary, individually-wrapped Leffe truffle for everybody sampling the speciality beer brand, pre-paid Leffe postcards featuring images from the brand's press advertisements, and a Leffe 'postbox.' Consumers purchasing a Leffe Blonde are given a postcard and are invited to share the 'Leffe moment' with a friend.
As well as the truffles and postcards, the kit also contains 24 miniature branded sampling glasses, 50 branded tasting cups and a batch of scratch cards giving consumers the chance to win a boxed and branded half-pint glass (also included in the kits) if they buy Leffe Blonde after their sampling session.

A range of point-of-sale material, including educational information sheets to help drinkers learn more about the brand, and a free-standing banner, will be available to participating outlets to raise awareness of the sampling activity.

Julie O'Neill, on-trade marketing manager, speciality beers at InBev UK, said: "We are helping retailers engage with their customers with this campaign which will raise the profile of the brand, stimulate trial and spread the word about Leffe.

"Leffe Blond has a distinctively different taste which comes as a pleasant surprise to many consumers when they try the brand. This is why sampling is so important in the development of Leffe."

The sampling initiative also links into the brand's recent press advertising campaign.