UK: Molson Coors ups 2010 marketing spend

By | 18 January 2010

Molson Coors UK is to up its marketing spend for 2010 by GBP8.1m (US$13.2m) in a bid to try and stimulate performance of the beer category.

A ‘Pint Right’ programme, which kicks off in March, includes in-outlet bar staff training to “help all staff master the perfect serve”, followed by ongoing support, the brewer said today (18 January).

Molson said beer quality in the on-trade has been in decline “for a long time”, with research by the brewer suggesting two out of every three pints are served “sub-standard”.

“Our customers are telling us that they want activity and support that helps differentiate them from the off-trade, which drives more customers through the doors, more often, buying more and bar staff training to help increase efficiency and profits,” said Molson Coors (UK) sales director, Steve Ellis.

“With the launch of the Pint Right Programme we have listened to our customers and through delivering more than 20,000 hours of training in the on trade we aim to add real value to their businesses in 2010.”

Molson said it is planning a similar campaign to Carling’s 2009 marketing programme in which consumers were incentivised to “revisit” their local pub. The firm said it will be “bigger and better” than 2009.

Ellis added: “We said we wanted to support our customers by getting a million people back down to their local; our 100% British Barley campaign was our first opportunity to prove we were serious. But with over 50% of consumers saying they’d go elsewhere if they receive poor quality our number one priority in 2010 is making sure we support our customers by enabling them to get it “Pint Right” and deliver a quality pint drinking experience that makes sure customers come back time after time.

Molson Coors will also be investing in a series of initiatives designed to get more people choosing beer with their pub meals in 2010. Outlet activity throughout the year will involve its Sol, Singha and Cobra brands to support Cinco de Mayo and Mexican Independence day, Thai New Year and Cobra National Curry Week.

In August, Molson Coors saw its net profits more than double to US$32.6m in the six monhs to 30 June.

The brewer hailed strong profits growth in the UK in 2009 and said that its business in the country has good prospects, despite a tough beer market.

Sectors: Beer & cider

Companies: Molson Coors

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