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Industry urged to dump price promotions

Published:  23 July, 2008

Alcohol industry urged to drop price-led promotions in favour of more socially responsible marketing.

The industry should not concentrate on price-led promotions and use the funds to drive socially responsible marketing messages, delegates heard at the Alcohol in Moderation conference (AIM).

Helena Conibear, executive director of AIM, challenged the drinks industry to create innovative marketing strategies that would highlight its sustainable development credentials and communicate better responsible drinking messages.

"There are positive signs that the market is prepared to trade up therefore there should be a greater emphasis on premiumising," she said.

She urged the industry to move away from price promotions. that "do not build brand loyalty".

Recent research showed consumers perceived the alcohol industry as just a little more trustworthy than the petrol GM and pharmaceutical industries, because the industry lacks a face behind the brand, she said. "Where consumers interact with the trade, public trust increases from 29% to 55%."

David Cox, Brown-Forman managing director, Europe, urged brand managers to "go beyond responsible drinking marketing" and to embrace a new culture of "driving responsibile marketing.

"We need to change some company attitudes and go beyond just ticking the right boxes," he said.

"There is money to be made from being socially responsible and it will build brand loyalty."