COORS DISPLAYS CONFIDENCE IN ZIMA PROFITS

GOLDEN, Colo. -- Coors Brewing Co. here has mounted a campaign to gain in-store displays for its Zima malt beverage year-round-without laying out any trade moneys.The crux of the proposal, now being presented to supermarkets and package stores nationwide by Zima sales reps, is that their product delivers incremental sales and profits when it is displayed alongside beer. And it does so, the company

GOLDEN, Colo. -- Coors Brewing Co. here has mounted a campaign to gain in-store displays for its Zima malt beverage year-round-without laying out any trade moneys.

The crux of the proposal, now being presented to supermarkets and package stores nationwide by Zima sales reps, is that their product delivers incremental sales and profits when it is displayed alongside beer. And it does so, the company claims, without cannibalizing a drop of beer sales.

A study of national Nielsen

Register to view the full article

Already a member? .