Carlsberg helps publicans send locals personalised direct mail

by Gemma Charles, marketingmagazine.co.uk 23-Jan-09, 14:05

LONDON - Carlsberg UK has launched a new initiative aimed at helping the ailing pub sector market itself better to consumers.

The programme, We Deliver More, will provide landlords with design templates for point-of-sale material, the ability to create and send personalised direct mail to a targeted consumer list from a database of 26m consumers and feedback from consumers through a mystery shopping programme

The on-trade is currently facing some of the toughest trading conditions seen in the past 100 years. Recent figures from the British Beer and Pub Association 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 said: ‘Now, our focus is not on helping our customers sell more of our beer, but on helping our customers attract more custom full-stop.'