Beam Global UK plans to launch a loyalty scheme for its Courvoisier cognac brand as part of a GBP3m (US$5.96) investment to help UK pubs generate more profit from the category. 

The company said today (19 June), that the initiative will offer pubs the chance to become a Courvoisier Member and part of a loyalty club. Pubs will be encouraged to increase sales by a simple, ongoing collector scheme whereby they collect bottle caps in return for Courvoisier rewards. 

According to the company, licensees who choose to sign up to the scheme will receive quarterly newsletters, advice on how to make money from the cognac category and brand heritage information. Quarterly POS kits consisting of branded tentcards promoting different cognac serves, posters, optics, and glassware will also be available to members.
Beam Global UK's category marketing manager Jeanette Edwards said: "Courvoisier is committed to working in close partnership with the UK on-trade. The Courvoisier Members scheme will enable us to support and reward a vast number of pubs the length and breadth of the country, our ultimate aim being to help licensees to grow revenue from cognac through education & by promoting seasonal serves."