The initiative will use the expertise of Molson Coors to advise publicans on how they can achieve the perfect ‘balance’ in their beer offering – getting the optimum range of mainstream, premium and craft options for their venue.
The initiative is based around three pillars – maximising core brands, encouraging trade up, and inspiring choice.
‘Maximising the core’ revolves ensuring healthy beer sales through exciting consumers about their favourite trusted brands. Mainstream lager drinkers also consume more per occasion than premium lager drinkers, so getting this part of the category right is crucial.
‘Encouraging trade up’ involves converting existing consumers into more premium areas of lager and ales. Molson Coors believes customers are happy to pay more for premium choices, as long as they are delivered in the right way. Hence, it is important publicans take simple steps like pouring drinks correctly and serving them in branded glassware.
‘Inspiring choice’ aims at helping outlets create more interest in beer by assisting consumers as they explore different products and flavours.
The initiative will see Molson Coors account managers heading to venues to speak with operators about how they can use these three pillars to increase beer sales, in an approach that will be tailored to specific venues.
Drinks for different occasions
Molson Coors on-trade category controller Mark Bentley said: “We’re increasingly seeing consumers demanding more from outlets. What they are looking for varies widely, dependent on a range of factors such as the type of occasion that they are out for and who they are with.
“Having the right balance in a range has never been more important. To help with this we’ve launched Balance, our new initiative where we’ll be offering operators advice on how to create a product range that’s right for their outlet.
“We’ll be recommending mainstream products that offer value and volume, products from the growing craft sector and premium products that give consumers the chance to trade up. We’re eager to help and would encourage operators to get in touch.”