More than 40 people will be working across both channels to improve availability and distribution of Molson Coors’ brands.
In c-stores, they will be focusing on driving sales by raising retailer standards, improving distribution and encouraging retailers to engage with Molson Coors’ retailer club, My Cold Beer Club.
The brewer’s customer contact strategy manager Mark Elston said: “We have been really impressed by REL’s focus on the use of technology to drive a return on investment and this will be vital as we increase our coverage into the multiple grocers. Most importantly though, REL’s commitment to recruiting, training and developing a dedicated team of beer category experts will see us deliver brilliant execution at the point of purchase, supporting our customers to grow the beer category across the off-premise.”
REL Field Marketing managing director Laurence Clube said: “With the significant growth we are seeing in the convenience channel, manufacturers like Molson Coors are looking for a solution to drive retailer standards and brand engagement while delivering long-term return on investment. REL has responded to this by strengthening our proposition, utilising industry leading tools to help target the highest opportunity outlets. We are very excited to be supporting Molson Coors as it increases its activity across the multiple grocer and convenience sectors.”