Beer store coupons brewing

As part of its drive to make Ontario's beer stores more user-friendly, customers will soon be able to pick up discount coupons at all 438 Brewers Retail outlets.Brewers Retail is the beer retailing monopoly in Ontario with headquarters in Mississauga.It is...

As part of its drive to make Ontario’s beer stores more user-friendly, customers will soon be able to pick up discount coupons at all 438 Brewers Retail outlets.

Brewers Retail is the beer retailing monopoly in Ontario with headquarters in Mississauga.

It is privately owned and operated by Labatt Breweries of Canada, Molson Breweries and Sudbury’s Northern Breweries.

Larry Bleau, president of the Creative Solutions Group in Toronto, which is putting together the coupon program, says the first envelope of coupons could be available as soon as the Aug. 2 civic holiday long weekend, or perhaps Labor Day, depending on how soon advertisers sign up for a planned pre-Christmas couponing.

Tod Willcox, marketing services manager at Brewers Retail, says the first couponing will likely be in late July.

Bleau says the coupons – available to anyone who enters a beer store and no purchase is necessary – will be of relatively high value and will, consequently, have a relatively high redemption rate.

He says advertisers could arrange for their coupons to get heavier distribution in certain areas such as the Golden Horseshoe, the southwestern end of Lake Ontario, and less emphasis elsewhere.

Although the coupons are for anyone, Bleau says their principal target is men aged 19+, the legal age to buy beer in Ontario.

Brewers Retail figures show there are seven million beer purchasers in Ontario, 5.5 million of them men.

The 19 to 29 age group represents 36% of the market or 720,000 customers a week.

The 30 to 44 age group represents 43% of the beer market or 860,000 customers a week, Brewers Retail figures report.

Bleau says between 500,000 and one million coupons should be given away each time during the planned summer and pre-Christmas distribution, and there is the chance of some sampling for products such as chewing gum.

As for advertisers, Bleau says it is too soon to say which companies will give coupons to beer store customers.

But he says he is talking to firms in the fast food, automotive after market, sporting goods and credit card businesses.

Another possibility could be discount coupons for attractions such as Canada’s Wonderland, the amusement park just north of Toronto.

Willcox says the coupons are a way of thanking the outlets’ customers.

He says Brewers Retail will maintain strict control over the types of coupon distributed.

He says there will not be any coupons for beer.

The Creative Solutions Group introduced the Beer Entertainment Network to Ontario’s beer stores last month.

ben is an in-store tv system running videotapes with a 50-50 advertising-programming split.

The programming runs such typical male-oriented fare as sports bloopers, home repair tips and the like. DC