United Kingdom: Interbrew UK is launching a stylish point-of-sale kit to help new stockists of Stella Artois establish the brand and build their business through encouraging more pub-goers to choose the No 1 premium draught lager, The Publican commented on January 17.

The “C’est Arrive” pos kit will enable retailers to “premiumise” sales by raising the profile of the brand in and around the bar — and underline its quality credentials by communicating the “drink to perfection” message. It will make the brand highly visible to support new stockists who want to build the value of their beer business through trading more customers up to premium lager.

The kit, which features a range of branded posters, a bar standee and an external banner to tell passing trade the brand is available with the strapline ‘C’est arrive’, will generate semi-permanent visibility in the front and back bars, away from the bar and externally. It will be available to new Stella Artois stockists from January (while stocks last).

Colin Pedrick, Managing Director, On Trade Sales at Interbrew UK, says: “Display is an absolutely crucial factor in generating business because our research shows the biggest factor affecting drink choice is visibility. People ‘buy what they see’ with 45% of consumers being influenced by displays and 35% looking for what is stocked at every purchase. This means that pos material can have a big influence on the choice drinkers make when they are at the bar.

“Research also shows that nearly half all pub-goers don't go to the bar when they visit an outlet which is why is it so important to use pos around the outlet to communicate with all drinkers.” Retailers who would like to obtain one of the kits please call your Interbrew UK representative for more information.

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