Retailers should focus on offering bestselling brands in the chiller and communicate strong value to drive beer and cider sales this summer.

That was the advice from Clare Vintner, Molson Coors customer marketing & field sales management director, who revealed that more than 3,000 retailers have signed up to the company’s 60 Second Shop initiative, with 1,500 using it regularly.

“In the absence of major sporting events this summer, we recommend retailers make their chiller easy to shop and offer value for money with on-pack promotions, ” she said.

The company recently launched a 60 Second Shop app, which prompts retailers to prepare for occasions throughout the summer, such as barbecues and meals for tonight.

“It’s important to tap into occasions. We’re looking at doing more in this area, like beer and food pairings retailers can promote,” Vintner said.

Retailers can download PoS that promotes these occasions on the brand’s website or through the app.

“We want more connection and more engagement with retailers. We’ve got at least four more trade shows this year and want to be able to provide retailers that work with us more support,” she added.