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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Molson continues to work hard to bring singles together with Molson Mistletoe, a promotion that helps consumers break the ice by encouraging them to have fun tinder the mistletoe.

Floor decals with spaces for men and women's feet will be placed under mistletoe danglers to create instant activity in accounts. Consumers can compete to create the Best Molson Mistletoe Moment for a chance to win Molson merchandise. Accounts are encouraged to snap photos of the Best Molson Mistletoe Moments to display in their bars. Consumers can be rewarded for their participation with Molson Scratch Cards or handouts such as blinking buttons, tins of mints, key chains, beverage wrenches and T-shirts. There is also a grand prize, according to Breen: a trip to the famed Whistler Ski Resort in Vancouver, British Columbia, Canada.

Mistletoe party-themed banners, posters, pennant strings, table tents, coasters and scratch cards will also support on-premise activity. Round table tents come with a pad of take-one mistletoes to encourage consumers to create their own fun under the mistletoe.

Breen calls both programs "upgrades from last year. Both were in place last year but weren't as strong as we would like have seen them, so we've actually gone back and retooled them."

Though they will be available in all 50 states, Breen says, "you'll predominantly see them in the Northeast and Midwest, and in Southern california places where we have our beachhead. We do particularly well there."

TAKING TIMEOUT

Barton Beers Ltd.'s Corona Extra and Corona Light return as the official sponsors of this football season's "time out" with a brand-new Time Out! promotion that combines the spirit of the gridiron with the laid back attitude reflected by Corona.

On-premise kits are filled with a variety of colorful gridiron POS elements, which began shipping the week of July 1. Each kit includes one two-sided schedule banner, 40 schedule cards, one inflatable lime football, 100 coasters and three pennant strings

HAUNTED HEADQUARTER

On-premise, the 2003 Corona Extra/Corona Light Halloween Promotion from Barton Beers features a full line of merchandising materials designed to transform any operation into a "Haunted Halloween Headquarters." POS comes packed in turn-key kits and contains 25 table tents, three 30-ft. pennant strings, 40 light-up bottle caps, one 5-ft by 3-ft vinyl banner, 100 coasters (where legal) and two Halloween inflatable bottles.

Barton Beers will also once again serve as The Official Sponsor of the Time Out for the entire 2003-2004 basketball season. Along with that, a diverse lineup of eye-catching POS has been created to drive impulse purchases in both the on- and off-premise.

The on-premise kits include a lime backboard, 25 table tents, three 30-inch pennant strings, 40 'blinky' buttons and a vertical vinyl banner. Backboards can function as a behind-the-bar POS element.

BREWSKI RUN

The 2003-2004 Corona Extra/Corona Light Brewski promotion invites Americans to make "the most important run of the day--the Corona Brewski Run." The promotion reminds consumers that "it just isn't ski season without the great tastes of Corona Extra and Corona Light."