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Molson offers retail holiday shopping service.

Molson offers retail holiday shopping service

By stocking up and displaying Molson, retailers will have a chance to treat customers to a fun and helpful holiday service while increasing sales during the holiday season, the Canadian brewer has announced.

The "personalized shopping service" will give consumers who buy Molson the opportunity to call and speak with a Molson shopping advisor who will share the best gift-giving ideas for holiday shopping. The advisor, of course, will suggest Molson as the best gift idea of all.

Tear pads at store displays recommend the consumers to pick up a case of Molson and then call the shopping advisor for the more challenging people on the consumers' shopping lists. When the call is made, consumers will first be asked the year that Molson was first brewed (found on any Molson bottle). The shopping advisor will then help customers decide on the right gift by sharing with them the hottest gift-giving ideas of this holiday season.

In addition to the holiday shopping promo, Molson will bring back the popular sleigh displays to help decorate stores and increase sales. The sleighs are available in two models: the one-case wide floor display and the six-pack "mini-sleigh." The one-case display will help decorate end-aisles and walls, or it can serve as a free-standing display anywhere in the store. The "mini-sleigh" can sit on countertops or check-outs in smaller retail outlets.

The entire holiday promotion, including an incentive program for salesmen, is described in a selling brochure, "Molson Holiday '89," that will be offerd to wholesalers.

"We're very excited about this year's holiday shopping program," reported Jim Mullahy, director of market and sales planning, Martlett Importing Co. "The holiday shopping program gives us a chance to offer something to our already-loyal customers and to entice new drinkers to try Molson. The colorful point-of-sale materials will help us to do that by drawing the consumer's attention to the Molson display areas."

PHOTO : AWARDS GALORE! - On hand to celebrate this year's Minority Enterprise Development Week (MED Week) Regional Awards ceremony in San Francisco were (from left to right): Roy Jasso, corporate relations field manager, Anheuser-Busch, Inc.; Xavier Mena; regional director, U.S. Department of Commerce Minority Business Development Agency; Leonard Cisneros, area manager, Anheuser-Busch, Inc.; and John Bracco, president, Bracco Distributing in San Francisco. Each year, the MED Week honors the outstanding achievements and contributions of American minority business owners.
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Title Annotation:Molson Companies Ltd.
Publication:Modern Brewery Age
Date:Oct 30, 1989
Previous Article:Monarch Import Company to file infringement suit.
Next Article:Sibra introduces a new light beer.

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