Molson Coors

We landed the contract to launch a premium beer brand in Northern Ireland. Against the clock we recruited, trained and unleashed a task force to sign up retailers. Working with the client we identified the key outlets that help them secure a good market penetration very quickly. We set targets for the number of outlets, the initial orders, the reorders and other key performance indicators to be able measure how successful the programme was and to help the client demonstrate to his suppliers their capability of getting a product to market very quickly.  

Any surprises? As this was an up market product we decided not to use some of the tried and trusted launch methods such as free tastings and promotional nights. We though the trade may not like this approach. In reality they loved it. It created a feeling of you can look, but you can't touch to the product and helped establish it as premium product with a premium price.