Dutch brewer Bavaria has launched a new loyalty scheme to encourage independent retailers to stock and sell its range of Bavaria 8.6 beers.
According to the company, the promotion of these beers is well timed, with recent market data showing the impulse sector now accounts for 72% of value and 75% of volume in the category (Nielsen 07/01/2012). Super strength is said to be the only beer category where the impulse sector outsells grocery multiples.
Bavaria UK marketing manger, Sean Durkan, said: “The new 8.6 Loyalty Scheme recognises the important role independent retailers play in the success of our brand. The super strength category offers great sales potential and we have a product that is one of the best out there, so we naturally expect to grow sales of 8.6 rapidly in the coming months.
“We have produced a range of support material and POS to help retailers promote the products, increase footfall and drive sales. And as a thank you to the retailers for their support, we have sourced a range of useful products for their stores to help them work and an exciting range of items to help them relax at home. Every item, including televisions and iPods to tablets and cameras can easily be redeemed through our online reward scheme.
“We launched the loyalty scheme at the P&H Pro-Retail Show and it was very well received. Visitors to our stand not only got to try our beers, but met three-times Lakeside World Professional Darts Champion, Martin ‘Wolfie’ Adams and had the chance win a case of Bavaria 8.6 Original, worth £45.00, in a fun darts competition.”
One prize winner, John Smith, managing director of Mile End Service Station, scored more than ‘86’ and was happy with his case of Bavaria 8.6:
“I visit the Pro-Retail exhibition every year to assess new products and winning a case of Bavaria 8.6 certainly helps to put the product in our chillers and trial it. This will be the first super strength beer we’re going to stock and so hopefully the sales will go well, which would assist me in considering other Bavaria brands. The loyalty scheme is definitely a good idea.”
Asha Bhakar, assistant manager of S&A Minimarket visited the show to look at new products and new promotions on the market.
“I actually heard about Bavaria through their sponsorship of Benidorm on ITV, which gives me confidence in the brand when considering stocking their products. The loyalty scheme is a good incentive for us to stock Bavaria 8.6 on a long term basis. For us, it’s all about stocking a good range of quality products. If Bavaria 8.6 sells well we will look at other Bavaria products.”
To register for the loyalty scheme, retailers should visit www.bavaria86rewards.com