A new promotion based on categorising beer by colour is currently being trialled by Spirit Group.
An initiative led by British Beer & Pub Association (BBPA) campaign group Beautiful Beer, ‘Colours of Beer’ involves a tray designed to hold six third-pint glasses of beers of different colours. The pubs are promoting the holders at a £5.95 price point as a means of encouraging trial and getting consumers to consider the differences between beer styles.
Spirit is the first pub group to get involved with the trial, rolling it out to eight pubs in central London. The seven-week trial ends in mid-October.
Spirit estimates the eight pubs will sell a total of around 700 beer holders.
Total beer sales will be analysed at the end of the trial, along with feedback from hundreds of consumers who completed a questionnaire in the pubs. The pubs’ managers have also been interviewed.
Martin Rawlings, BBPA pub and leisure director, said: “Colours of Beer helps to create interest and news around the category. And what better place to do that than in the Great British pub?”
Dan Robinson, Spirit Group operations director, added that promotion had proved “infectious” with one customer ordering one of the trays usually being swiftly followed by many more doing so.
Article Source www.thepublican.com
No comments:
Post a Comment