BREWER Molson Coors has teamed up with SLTN to find new and original ways to promote beer in Scotland’s on-trade.
A new initiative from the brewer, Beer Pioneers is asking Scotland’s bar staff to provide their best ideas on how to promote beer in outlets – from dedicated beer events to menus or through beer-specific staff training.
Lesley Lee, market insight and strategy manager at Molson Coors Scotland, said: “Over the last few years, shifts in consumer behaviour and values has meant that beer drinkers are increasingly looking for something new, interesting and authentic, so category innovation has become more important than ever.
“Whilst the spirits industry has engaged with drinkers successfully through creative new serves and methods of dispense, there is a real need for brewers to up their game by employing innovative strategies to reignite drinkers’ love of beer.
“Our new Molson Coors Beer Pioneers competition provides the perfect platform to do just this by celebrating and encouraging creativity across the Scottish on-trade, which in turn will enhance customers’ overall beer experience.”
Entrants should email their idea (in no more than 200 words) to firstname.lastname@example.org by Tuesday June 30. Entries will be judged by Molson Coors beer specialist Julia Bone and SLTN editor Gillian McKenzie.
The winner will receive a three-night break in Ireland, visiting both Dublin and Cork, for them and two fellow bar staff.
Gillian McKenzie said the initiative underlines the importance of beer in pubs and bars.
“From big brands to craft products, beer is one of the most dynamic categories in the on-trade and a cornerstone of Scotland’s pubs,” she said.
“The competition is a great opportunity for Scotland’s bar staff to show their passion for beer and demonstrate some of the more creative ways in which they showcase their range.”
For more information on Beer Pioneers turn to pages 6 and 7 of this issue.