Pioneer Brewing, the European craft and speciality division of Anheuser-Busch, has revealed ‘ambitious plans’ to grow sales of its Goose Island beer in the UK.
The company ‘will invest in greater education and understanding’ of the craft range during 2017 after its introduction in the country last year.
In recent months, Pioneer Brewing has invested heavily in innovative beer education platforms to drive growth, including expanding its experiential activations such as Hoppy Hour, where consumers get the chance to trial Goose IPA in store.
The platforms have been ‘extremely successful’, Pioneer said, with outlets that rolled out the Hoppy Hour campaign seeing a 65% uplift in sales compared to a comparable evening at the same venue.
Will Coates, UK trade marketing manager for Pioneer, said: “We want to grow, educate and engage our craft beer community by sharing our expertise. Our ambition is to significantly grow sales of Goose Island in the next year by investing and focusing activity primarily across the on-trade. We plan to achieve this by reaching over 200,000 people through Hoppy Hour, training sessions and beer education sessions in pubs and bars across the UK throughout 2017.”
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