Ei to give away 45,000 drinks to boost January trade

By Nikkie Sutton

- Last updated on GMT

Drink up: the initiative, which will run from 2 to 20 January 2019, will be accompanied by a digital and social media campaign 'Cheer Up January'
Drink up: the initiative, which will run from 2 to 20 January 2019, will be accompanied by a digital and social media campaign 'Cheer Up January'

Related tags: ei, Ei Group

Pubco Ei Group’s tenanted and leased arm Publican Partnerships is joining forces with some of the nation’s brewers and drinks companies to give away thousands of drinks next January.

The initiative aims to support publicans and drive footfall during the post-Christmas lull by giving away up to 45,000 drinks to customers.

This follows the success of the same campaign in January this year, when the offer was limited to beer only, but this January the giveaway will be extended to include gin and tonic; soft drinks; and a greater choice of low and no-alcohol beers. Partners include Molson Coors, Heineken, Diageo and Britvic.

Dedicated campaign

The promotion will be available in about 1,000 Ei Publican Partnership pubs across the UK from 2 to 20 January 2019.

A dedicated ‘Cheer Up January’ social media campaign, online advertising and PoS in participating pubs will raise awareness of the giveaway among drinkers. Partner brands will also be supporting the initiative through social channels.

During the promotion, customers will be able to find the pubs taking part and redeem their free drink via a web-based app (www.freedrinkoffer.co.uk​) and there will be a dedicated website to boost awareness.

Notoriously challenging

Ei Group customer director Helen Cook said: “January is a notoriously challenging month for pubs so we wanted to do something that supports our publicans and helps them drive footfall during the post-Christmas lull.

“Our aim with this initiative is to remind consumers the pub is a great place to socialise no matter what time of year and help beat the January blues.

“We know people want to cut down after the indulgences of the festive season, so we're delighted to have extended the offer this year to include a broader range of drinks that makes it more accessible to more people, including those who want low or no-alcohol options.

“Feedback from our publicans last year was incredible positive, with more than 80% of participants saying they would like to do it again. We are very much looking forward to supporting them further this coming January.”

Related topics: Ei Group

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