Information and promotion campaign for European beer in Russia, Belarus and Ukraine

A programme on European beer, with qualified information and sales objectives (improve EU beer availability to consumers, improve consumers awareness about EU beer, increase EU beer export) addressed to trade professionals (local wholesalers and retailers active in beer/alcohol-trade related sectors) and beer consumers in Russia, Belarus and Ukraine.

The Programme is comprised of activities aimed at consumers and professionals, which can be grouped into 5 groups:
- Actions for professionals include participation at trade fairs, study trips to Europe, seminars, B2B meetings, aimed to affect perception and reinforce positioning of European beer products, to find new contacts, to present Programmes messages and showcase EU beer variety available;
- Actions aimed at final consumers at retail include tastings and POS advertising (in-store displays, stoppers for consumers);
- Communication tools – publications, media kits, promotional merchandise, aimed to inform about Programme’s topics, perform reminder function to target audience (professionals and consumers), to increase attractiveness of presented information;
- Advertising – print, radio, online, providing best access to mass consumers;
- Actions for consumers using electronic means channels (social media) allows 24/7 dissemination of the Programme messages in the market targeted, furthermore consumers can get the in-depth information and engage in conversation about the Programme products at the time most convenient for them.

The budget is 4.605.558 EUR and the programme would run for three years.