Molson Coors launches ‘save the pub’ campaign

By Nicholas Robinson contact

- Last updated on GMT

Fight the caffeine revolution: how pubs can stay relevant
Fight the caffeine revolution: how pubs can stay relevant

Related tags: Molson coors, Molson coors brewing company

Drinks giant Molson Coors has launched a direct attack on the UK’s “one-size-fits-all” global coffee shop culture by revealing its save the great British pub campaign.

The cross discipline campaign, entitled Putting the ‘Great’ back into Great British Pubs and Clubs​, has been designed to give the on-trade practical first-hand support.

According to Molson Coors, the great British pub has been increasingly challenged by the rise of global coffee shop chains.

And the group adds it is vital the growing trend is countered by UK pubs, which the campaign will work to make the centre of the community once again.

Support to earn more money

Coffee shops a threat to pubs
Lock and load: Molson Coors launches attack on coffee shop culture

Support offered by the initiative to help outlets earn more money includes help to stage events; advice on how to maximise revenue from live sporting events; on-site staff training; social media advice; and sampling and tasting kits.

Pubs will be able to sign up to the campaign through their Molson Coors account managers, who will offer various support options.

Cash can also be sought for community projects linked to pubs from brands such as Carling, which will help to fund activities such as renovating local football team pitches and redecorating social club community centres. 

Molson Coors head of on-trade sales director Martyn Cozens said: “We have developed our Great British Pubs and Clubs campaign to offer support to publicans up and down the UK and help them deliver great experiences for their customers to keep them coming back time after time.

“We want to celebrate the unique qualities of UK pubs and clubs – those which make them such a valuable part of our society and a vital social setting that brings communities and friends together.”

Carling’s role in a craft world

Meanwhile, Carling brand director Jim Shearer recently told The Morning Advertiser ​how Molson Coors would keep the lager brand relevant​ in a world where more consumers are seeking craft products.

It was his job to ensure the brand continued to stay fresh and relevant to current and new drinkers in the years ahead, he said.

The future of the brand, which was given a new look earlier this year, looked strong and would remain at the centre of a significant amount of investment in the coming years, he added.

Click the link above to read the full interview and to find out what Shearer thinks of the growing number of craft beer products on the market.

Related topics: Beer, Entertainment, Sport, Marketing, Training

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