Carlsberg to 'deliver more' with new pub initiative

Carlsberg is getting behind pubs with a new trade initiative it claims will transform the way it works with the on-trade.

Launching on February 2 the Carslberg UK 'We Deliver More' website will provide publicans with support ranging from free HR advice to design templates for PoS material, following trials with a number of licensees.

Publicans accessing the site will also have access to a database of 26 millions consumers from which they will be able to pull out recipients for direct mail according to a wide range of criteria.

Another key element of We Deliver More package will include free one-day training courses focussing on improving the customer experience, carried out at one of 10 regional training centres around the UK.

The programme will be promoted to licensees via sales representatives across the UK.

Focussing on the core areas of people, sales and savings, further support will include:

* access to a mystery shopping programme

* advice on rates appeals and over-payments

* cost-savings initiatives ranging from insurance through to the Carlsberg Green project, which can save costs on landfill tax.

David Scott, head of on-trade customer marketing for Carlsberg UK, said the programme represented a major departure for the Carlsberg sales teams - who in the past had been focussed on selling more Carlsberg.

"Now our focus is not on helping our customers sell more of our beer, but on helping our customers attract more custom full-stop," he said.

"We have recognised the need for large brewers such as ourselves to work much more closely with the on-trade and offer them genuine support across the key areas of people, sales and savings.

"We are confident that customers who take advantage of everything that the 'We Deliver More' programme has to offer will soon see the benefits."