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UK: Miller launches Scots on-trade push

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Miller Brands (UK) has launched a promotional push for its brands in the Scottish on-trade. The marketing and distribution business of SABMiller for the UK today (5 December) announced 'MGD VIP,' a promotion offering prizes ranging from a limousine-chauffeured VIP night out and access to music and sports events, to four-star trips to New York.

The campaign kick-starts Miller Brands' commitment to Miller Genuine Draft in Scotland, as part of its dedication to taking a fresh approach to the marketing and selling of its portfolio in the UK, the company said. Inviting consumers to "Join the Party!", the GBP500,000 campaign takes the form of a major instant win opportunity through 1,000 current Miller Genuine Draft stockists, as well as large scale tailored events for roughly 150 accounts in Glasgow and Edinburgh. In addition, the programme offers a small number of hand selected accounts the benefit of a partnership with Glasgow-based dance music station Beat 106 FM, to give away six luxury trips for two to New York.

Steve Arkley, MGD brand manager at Miller Brands, said: "As Miller Genuine Draft is one of Scotland's leading bottled beers, we feel it is important to support and display our commitment to the brand during the festive period. With a variety of ways to participate, MGD VIP is the first of a series of custom-made promotions, which we plan to roll out in Scotland."

The experiential campaign will be managed by Edinburgh-based BOB Marketing Solutions, offering on-trade support via table service, speed bars, interactive quizzes and "backstage pass"-inspired POS to engage trial and drive sales in the run-up to Christmas.

Launched in July, Miller Brands (UK) also markets and distributes for Peroni Nastro Azzuro (on-trade), Pilsner Urquell and Castle Lager. As announced earlier this year, Miller Genuine Draft and Peroni Nastro Azzurro (off-trade) will transfer to Miller Brands on 31 January 2006.


Sectors: Beer & cider

Companies: SABMiller

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