Beer sales

Financial Mirror (Cyprus) - - FRONT PAGE -

Drinks firms are def­i­nitely look­ing for­ward to the event as beer is the drink of choice for most fans, whether watch­ing the games at home or go­ing to the pub dur­ing a hot sum­mer of foot­ball.

Carls­berg brew­ers Pho­tos Pho­ti­ades are an­tic­i­pat­ing the event and the ben­e­fits it will bring for them.

Carls­berg Brand man­ager for Cyprus, Louis Kan­gas told the Fi­nan­cial Mir­ror that they are par­tic­u­larly ex­cited about the prospects. Kan­gas said that foot­ball and beer are a great com­bi­na­tion.

“Fans gath­er­ing at pubs or in homes will be mostly con­sum­ing beers rather than any other bev­er­age and be­cause the games take place daily, peo­ple will be also con­sum­ing beer dur­ing the week, and not only on week­ends.”

Dur­ing the hot sum­mer months, beer sales are al­ways on the rise, but as KEO Brand Man­ager Ge­orge Ge­or­giou said: “The World Cup is ex­pected to boost sales at least by 15% com­pared to the same pe­riod last year”.

KEO which has seen its sales fol­low an up­ward trend, is look­ing for­ward to the tour­na­ment as the mar­ket is ex­pected to heat up with beers sales in­creas­ing in pubs, cafes and at su­per­mar­kets.

“The in­crease is ex­pected to make in­ten­si­fy­ing com­pe­ti­tion,” said Ge­or­giou.

KEO has launched a spe­cial pro­mo­tional cam­paign, “The Game is On”. The cam­paign is de­signed to at­tract more con­sumers dur­ing the World Cup and will run in sports bars, pubs and cafes is­land­wide.

“Any con­sumer buy­ing two KEO bot­tles or two draught beers will get a pint glass with the KEO logo and will en­ter a draw with the prize be­ing a sea­son tick­ets to watch their favourite Cypriot team in the league for the 2018 -2019 sea­son,” said Ge­or­giou.

The cam­paign will also run in se­lected Cypriot su­per­mar­kets where con­sumers can par­tic­i­pate through their su­per­mar­ket loy­alty cards.




“Dur­ing these kinds of events, Cypri­ots like to en­joy the games with their food,” said An­dreou.

He said the spike in sales will be felt more acutely in the cap­i­tal Ni­cosia, rather than the coastal towns.

An­dreou said that the fran­chise will be giv­ing away a glass in the shape of the World Cup tro­phy with ev­ery big meal. “We ex­pect to see big meal sales dou­ble”.

McDon­ald’s is one the of­fi­cial spon­sors of the World Cup. Al­phaMega Hyper­mar­kets, said that they couldn’t be ab­sent from the big­gest sports event.

Al­phaMega brought over Ar­gen­tine foot­ball le­gend Roberto Ayala who ap­peared for his coun­try a to­tal of 112 times, wear­ing the cap­tain’s arm­band a record 58 times.

“Our col­lab­o­ra­tion with Roberto Fabian Ayala is one of the most beau­ti­ful ones we have ever made. We gave our cus­tomers the chance to get to know this great player, but also to play Flip­per Ball with him, a game cre­ated by our su­per­mar­kets ex­clu­sively for the World Cup,” said Con­stan­tinidou.

She said Al­phaMega ex­pects a sig­nif­i­cant in­crease in items such as snacks, drinks and food, which are on spe­cial of­fer dur­ing the World Cup. There is also col­lab­o­ra­tion with fast food providers and sports out­lets.

“We re­ward our reg­u­lar cus­tomers by of­fer­ing coupons for free pizza (1 + 1) and 1 free cheese stick from Papa John’s

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