Coors pledged to work more closely with independent retailers in a presentation by channel director - wholesale, Tom McLennan, and implementation director Paul Higgs.
McLennan said when he met retailers in the week Coors was launching its £40m Strike Cold TV commercial he discovered they were not aware it was about to break, and so had been able to fully benefit from the lift it would provide.
He said: "We had worked closely with our wholesale partners with in depot point of sale and trade press but we failed to get through to the coal face. Unfortunately our retailers were not aware when our campaign was starting or what it was all about."
Higgs took up McLennan's point and said: "How often do we share with independents our media schedules. The companies represented in this room today must collectively invest hundreds of millions of pounds on consumer communication.
"How powerful could it be and how much better return could we get if independents were stocking up before the media bursts and merchandising to maximise on the impulse buy."
Will Government proposals to ban the display of tobacco in retail premises damage the wholesale sector?
