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Article: Talking the beer talk is big idea.(Beers--Wine--Spirits)(Brief Article)
- Article from:
- Grocer
- Article date:
- August 14, 2004
- Author:
CopyrightCOPYRIGHT 2004 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Coors Brewers has launched a new beer education programme for employees and retailers to improve the category's image.
All 300 sales and marketing staff are being put through the Big Beer Day with the aim of helping them talk confidently about different styles and tastes in a similar way to wine.
The buying team from Morrisons has been through a trial course and Coors plans to get more retailers on board. The brewer, producer of brands including Carling, Grolsch, Coors Fine Light and Worthington's White Shield, hopes retailers will use the messages about beer contained in the Big Beer Day for instore marketing initiatives. The course bans boring ...