Ei to give away 45,000 drinks to boost January trade

Ei Publican Partnerships is teaming up with a number of the UK’s leading brewers and drinks companies in a major initiative to support publicans and drive footfall that will see up to 45,000 free drinks given away to customers in January.

Following the success of the campaign last year, when the offer was limited to beer only, the giveaway will this year be extended to include gin and tonic, soft drinks and a greater choice of low and no alcohol beers. The enhanced bounceback campaign provides consumers with greater choice while tapping into the rising healthy living and wellbeing trend. Partners this year include Molson Coors, Heineken, Diageo and Britvic.

The promotion will be available in around 1,000 Ei Publican Partnership pubs across the UK from 2 – 20 January 2019.

A dedicated ‘Cheer Up January’ social media campaign, online advertising and POS in participating pubs will raise awareness of the giveaway among consumers. Partner brands will also be promoting the initiative through their own social channels.

During the promotion, customers will be able to track the pubs taking part and redeem their free drink via a web-based app (www.freedrinkoffer.co.uk). There will also be a dedicated website to boost awareness

Helen Cook, Customer Director at Ei Group, said, “January is a notoriously challenging month for pubs so we wanted to do something that supports our publicans and helps them drive footfall during the post-Christmas lull.

“Our aim with this initiative is to remind consumers that the pub is a great place to socialise no matter what time of year and help beat the January blues. We know that people want to cut down after the indulgences of the festive season so we are delighted to have extended the offer this year to include a broader range of drinks that makes the offer more accessible to more people, including those who want low or no alcohol options.

“Feedback from our publicans last year was incredibly positive with more than 80% of participants saying they’d like to do it again. We are very much looking forward to supporting them further this coming January.”


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