The Staropramen Tastings

Task:

On the occasion of the release of the new Staropramen lagers on the domestic market, we were supposed to use off-trade activities to arrange unique tasting events, increase awareness of the Staropramen brand amongst consumers, reach new costumers and raise sales.

Implementation:

 It is an honor for us to work for the most prestigious Czech brands and it is not different with the Staropramen, even more with their premium family of lagers. We have sent our promotional teams to the largest retail chains all around The Czech Republic to take the customers through the variety of tastes by precise degustation.

Because we are perfectionists, in advance, we have sent our promotional teams for training to the company’s brewer so they would be able to answer any kind of question about the beer and so they could show to the customer how to taste the beer the right way.

We have created special wooden set-ups for the tastings that corresponded with the overall image of premium lagers. And because ice cold beer tastes the best, the customer could, thanks to the practical icebox, enjoy pleasantly cold lager.

Within the tasting a promotional offer was introduced. With a larger purchase the customer received a half liter glass in a gift bag. 

Within this promotional campaign nine thousands of beer tastings were held. The average increase in sale was roughly 600%.

There are no same beer cans

Within further cooperation with the Staropramen we have created a nationwide off-trade campaign to support sales of the summer beer in cans from Smíchov. This time we allowed the customers to taste Staropramen's eleven grade beer and non-alcoholic beer. The promoters have also helped to introduce the change of the name Světlý to the traditional name Smíchov. During the campaign we have also conquered the traditional market with buy& get promotion in 330 stores all around the Czech Republic.

Fotografie

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