Promos make the world go 'round: few things make beer go down quite so smoothly—or quickly—as on-premise promotions

Cheers,  Oct, 2003  by Howard Riell

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Perhaps more than any other beverage alcohol category, beer sales depend much on promotions. This coming fall and winter, promotions tied to events ranging from Oktorberfest to Halloween, Thanksgiving to the Super Bowl, Christmas to New Year's Eve, are set to generate excitement among operators and consumers and bump up brand awareness. Cheers takes you through the highlights of this hot selling season.

ROCKY MOUNTAIN HIGHS

This year, Coors is focussing on football, models and charity. In November, the Golden, CO-brewing power runs its big Coors Original Bar Network program, a partnership with the NFL to support the annual Thanksgiving Classic. According to corporate communications manager Hilary Martin, this year's plans include a huge line of POS and merchandise that will go out to about 800 bars. They include counter cards, banners, table tents, coasters, posters and football helmet bottle openers.

There will also be NFL trivia questions on back label of Coors Original to stimulate interaction, like "Which two teams have played in the most Super Bowls without winning one?" "Which NFL franchises do not have cheerleaders?" and "Which teams competed in the coldest game in NFL history?" The answers be found at www.coorsoriginal.com.

For its part, Coors Lite will stage a 'Maxim Girl Search' promotion, according to Martin, an event that will begin in October and culminate with a major event in Houston, TX, during Super Bowl week. The brand will also run its seventh annual queen of Halloween promotion this fall. The on- and off-premise program is a fundraiser for St. Jude's Children's Research Hospital. Customers at participating bars and restaurants will be encouraged to purchase a paper pumpkin for a dollar. The pumpkins, bearing the donor's name, are then prominenty posted in the establishment.

Celebrities who have lent their names, faces and efforts to the promotion over the years include Jenny McCarthy, Pam Anderson, Salma Hayek, Daisy Fuentes, and Elvira--this year it's the Coors Lite Twins, already featured in the Coors NFL ads. Since its inception, the program has raised $17 million for the hospital.

FINDING 'REAL FOOTBALL FANS'

Miller Lite and Miller Genuine Draft are again teaming up with ESPN to find "real football fans." Sportscasters Chris Berman and Tom Jackson are back as spokesmen for the Miller ESPN Real Fan Search promotion. The two ESPN celebrity announcers are prominently featured in the promotion's on-premise and off-premise POS.

The promotion, where legal once again offers real football fans a chance to win trips 2004 Miller Lite/ESPN Super Party in Las Vegas for professional football's championship game on February 1, 2004. The trips for two include a four-night stay in Las Vegas, the Super Party at the House of Blues on Sunday, February 1, and $500 in cash. Nearly 250 trips will be awarded nationwide.

There are three ways for consumers to win the trips to Las Vegas:

   * The national promotion features mail-in sweepstakes
   entry forms on display at off-premise accounts,
   where legal.

   * Peel-to-reveal neck-label offers 24-ounce bottles
   of Miller Lite and Miller Genuine Draft, where legal.

   * Localized promotions developed by Miller market
   areas, where legal, which may include radio and on-premise
   elements.

Distributors can purchase a complete on-premise kit in a Miller Lite ESPN duffel bag. The bag contains 12 T-shirts and six caps to be used as prizes, along with 100 "Miller Lite Real Fan Challenge" scratch-off cards (there are 19 winning cards). The duffel bag can also be used as a prize.

Miller Lite and MGD again team up with ESPN's Berman and Jackson to deliver the ultimate "Party Pack." Starting January 1, consumers can register at MillerTime.com for a chance to win the Grand Prize: $15,000 worth of Sony televisions--to turn their home into the ultimate Party Zone." Secondary prizes include packages containing a Sony TV, Miller Lite and MGD merchandise and a grocery store voucher to purchase food and beverages.

'SUPER PARTY ZONE'

In many markets nationwide, Miller distributors will be awarding their own "Party Packs" from winners selected via on-premise promotions and off-premise displays. On-premise merchandise includes Miller Lite ESPN pint glasses, T-shirts (for use as prizes or for wait staff) and server buttons for wait staff. There are also Miller Lite MGD Super Party Zone banners, emblazoned with the slogan "Watch the Game Here," with room to imprint information about specials and events associated with the NFL's championship game.

TAP INTO YOUR WILD SIDE

Americans are invited to "Tap into Your Wild Side" during October with the 2003 "Miller Time Halloween" promotion for Miller Lite and Miller Gunuine Draft. American households spend an average of $90 on costumes, decorations, and parties each year at Halloween, according to Miller, making it one of the biggest holidays for retail spending. The "Miller Time Halloween" promotion offers a wide variety of Miller Lite/MGD dual-branded items and materials, including tattoos, inflatable pumpkins, table tents, T-shirts, stand-ups and Mylar masks.