UPPER CANADA ENCOURAGES LOYALTY
By Adnews Staff
Upper Canada Brewing Co. of Toronto has begun a relationship marketing program. The beer maker launched a newsletter late last month which was distributed to 12,000 beer lovers. Called Loyalist, the newsletter offers beer related information, provides news about special events and promotions, recipes with beer and a column called Brewer's Barb. Loyalist recipients receive a membership card, a 20% discount on all Upper Canada branded merchandise, a free subscription to the Loyalist and exclusive invitations to special events. Upper Canada promoted the loyalty program in two free-standing inserts in The Globe and Mail. Consumers were encouraged to sign up for membership. The insert and the newsletter design were created by Goodgoll Curtis of Toronto.