Market Intelligence
lFREE packs containing an ice bucket and point-of-sale tips are being given to on-trade outlets that purchase six bottles of Champagne Mercier from national and regional wholesalers. The promotion began last month and will continue through 1994. The pack also contains an invitation to join the Champagne Mercier Prestige Club. This offers intriguing visits to Mercier in Epernay and flights in the Mercier hot air balloon, by participating in an "air mile" scheme based on proofs of purchase.
A parallel scheme, which encourages staff to collect and return the metal discs from Mercier corks, promises the chance to sit in the cockpit of one of Virgin Airlines' 747 flight simulators. For more information call Carla Innes on 071-235 9411.
lBASS and Grolsch are to establish a new British joint venture company to market and distribute Grolsch lager in the UK and the Republic of Ireland.
Bass Brewers will be the sole UK and Republic of Ireland distributor of Grolsch. It will also have the exclusive licence to brew Grolsch for sale and distribution in the two countries. The moves is likely to increase Grolsch's share of the six million barrel a year premium lager market.
