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David Scott, Head of On Trade customer marketing at Carlsberg UK

Carlsberg lends pubs a helping hand

29th January 2009, 10:13am

Carlsberg UK is launching a new initiative which aims to give licensees the tools they need to drive their businesses forward.

The initiative is part of a Carlsberg campaign called 'We deliver more' and from Monday 2^nd February landlords will be able to log on to the website and make the most of the help and advice.

Over the past six months, Carlsberg UK has been developing the new system which offers licensees:

Free HR advice

Free staff training via the Carlsberg UK academy

Design templates for POS material, from posters to food and drinks menus

The ability to create and send personalised direct mail to a targeted consumer list from a database of 26 million consumers

Direct feedback from consumers through a mystery shopping programme

Advice on rates appeals and over-payments

Cost savings initiatives ranging from rates or insurance to loans for capital investments

The on-trade is currently facing some of the toughest trading conditions seen in the past 100 years and so this news will be welcomed by the industry.

Recent figures from the BBPA suggest that pub closures have risen by 40% in 2008, with a record figure of 6 pubs closing per day.

David Scott, Head of On-Trade Customer Marketing for Carlsberg UK explained why it was so important for them to get behind the pub industry: "This represents a big departure for our sales teams, whose focus has traditionally been on trying to sell more Carlsberg through our customers. Now, our focus is not on helping our customers sell more of our beer, but on helping our customers attract more custom full-stop.

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

Mark Sawer, landlord at NBs pub in Northampton took part in the trial and despite initially thinking the offer was too good to be true, he believes many businesses like his will benefit: "We are having to fight harder and harder to get customers through the door in the current climate and as an independent business we simply don't have the resources that larger pub companies have access to.

"The Carlsberg 'We Deliver More' programme enables me to operate on a level playing field with the big chains, whether that's through access to staff training, or being able to create bespoke drinks menus and direct marketing material for my customers.

"The trial has been a huge success; being able to develop POS and marketing material to promote our DJ nights or special offers that we're running is something that we would never have been able to do on a regular basis before being involved in 'We Deliver More'."

Weblink: www.carlsbergwedelivermore.com

Related Articles:

06 Aug 2009 - Profits up at Carlsberg
03 Apr 2009 - Over 1,130 pubs owned by pubcos have closed
04 Mar 2009 - Record number of pubs closing

Words Clare Riley 0 comments

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