MOOSEHEAD TOASTS NEW LOYALTY PROGRAM
By Adnews Staff
Moosehead Breweries Limited of Saint John, New Brunswick is launching the first loyalty program for the beer industry. Throughout the summer, consumers of both Alpine Lager Beer and Alpine Light, will be able to collect specially produced beer crowns called "Alpine Cool Caps" and redeem them for merchandise. The loyalty program promotion will be supported using radio, print and television advertising that will run throughout the summer. In-store displays will also be set up in New Brunswick and Prince Edward Island liquor commission and agency stores. Merchandise that will be given away during the promotion has been specially produced and includes: baseball caps, volleyballs, bar signs, pool table lamps and Alpine beer can bar fridges. The "Alpine Cool Caps" can be found on Alpine Lager 12 and 24 packages and Alpine Light 12 packs in both New Brunswick and Prince Edward Island. A special outer carton has been produced so consumers will recognize which packages contains the cool caps. Advertising for Moosehead Breweries is done by TBWA Chiat/Day of Toronto.