UK: S&N introduces one million consumers to new drinks

In an attempt to introduce one million consumers to the new S&N drink by the end of this summer, Scottish & Newcastle is putting £7m behind this year’s ‘Biggest Round’ initiative – where it buys punters an S&N brand drink to try, Barkeeper reported May 21. The company will be running the national campaign sin both the on and off-trade sectors.

At each selected outlet, teams of trained S&N Brand Advocates will engage consumers in individual conversations about their taste preferences, before persuading them to try something new with a free drink from a selection of leading S&N brands.

The on-trade campaign involves 6,000 events at pubs and clubs across the country, promoting a total of ten draught and bottled S&N UK brands: John Smiths, Foster’s, Foster’s Twist, Bulmers Original, Strongbow, Strongbow Sirrus, Kronenbourg 1664, Kronenbourg Blanc, San Miguel and Jacques.

“On pre-advertised promotional nights, ‘The Biggest Round’ team circulates within selected outlets, chatting to consumers and helping them choose which S&N brand they would like to try, courtesy of the brewer, a spokesman said.

“The Brand Advocates then collect the drinks from the bar and serve them professionally in branded glasses at the table.

“Triallists are all given a money-off voucher against their next purchase of that brand.

“The vouchers also offer the chance to enter an on-line prize draw for cash prizes totalling £10,000.”

Last year’s Biggest Round campaign reached over 850,000 customers.

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