The team working on Miller Genuine Draft (MGD) like to incentivise their customers somewhat differently from other drinks brands – after all, it’s not called ‘the Miller Way’ for nothing.
So when the team launched a programme to increase distribution, drive business in cash and carry’s throughout Scotland and offered an A-Team style Chevy Van as a prize, their customers took up the challenge with relish and determination.
In addition to the Chevy van, MGD also offered cash prizes for the outlets that created the best Miller Genuine Draft display. There was also the opportunity for customers visiting participating cash and carry’s to win branded gadgets.
In order to promote the custom made incentive, the Chevy Van visited various outlets complete with chill out bean bags, Sony Playstations to offer respite for cash and carry employees throughout their working day.
As with all incentives there can only be one winner. In this case it was the Compass Cash & Carry in Lancefield Street, Glasgow, a family run business owned by Shangara Kooner. Compass are now the proud owners of the Chevy van which was presented to them by Mark Hughes, Account Development Manager for Miller Brands (UK).
Jamie Coghill, Miller Brands (UK) National Account Manager for Scotland said; “This programme of activity was extremely successful for Miller Genuine Draft. Through the incentive we experienced a significant increase in distribution and achieved 25 new listings. The team at Compass Cash & Carry had their sites on the Chevy van from the very beginning and it’s a testament to them that they won the van. It really is a great outlet and we have enjoyed working with Deepa and Aman who have continued to develop the business.
“At Miller Brands, particularly with Miller Genuine Draft we like to be more creative in rewarding our customers for stocking our products and we certainly believe that the Chevy van incentive was one of our best.“
Ian Craig, Manager at Compass Cash & Carry said; “We had our eyes on the prize as soon as the incentive was launched. The Miller team certainly know what motivates our staff and I can safely say that the chance to win a Chevy van was one of, if not the best prizes that’s been offered to us.”
-ENDS-
For more information please contact:
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
About Miller Brands UK
Miller Brands was launched in 2005 and is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands have assumed responsibility for the development of all SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognized and referenced by retailers.