Coors Trying to Increase Scottish Beer Sales

Thu, 26 Feb 2009

US brewing giant Coors is launching a multi-million pound drive to double its share of the Scottish beer market . The company is to invest £20 million as it seeks to increase its share of beer sales in Scottish pubs and shops from 7 per cent to 15 per cent over the course of three years. The plan has been approved by the company’s UK board, amidst predictions that the economic downturn will prompt a decline in the beer market, whilst pubs have also been forecast to see a continued fallout from the smoking ban.

Coors are planning to attract more people into pubs through a range of promotions in newspapers, through mailboxes and online. In addition, Coors has recruited 12 staff to work with pubs in a bid to boost demand for Coors’ beers. The team will also make more than 9,000 calls to the 1,000 Scottish pubs it is targeting.

The American brewer is also adopting a more general marketing campaign, tackling widely held perceptions that beer is high in calories . Coors produce a 300 millilitre bottle of Carling containing less than 100 calories. The company are also hoping to encourage more women to drink beer .
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