Bacardi launches new sales incentive programme

Date: 13/10/2010

Drinks manufacturer Bacardi Brown-Forman has launched a major sales incentive programme as part of its Christmas marketing drive.

The company, which is hoping to ramp-up sales of its Southern Comfort brand of blended whisky, will be offering its business customers the chance to win a Christmas party for their sales staff as reward and recognition for promoting its products.

Bacardi's point-of-sale promotion will get going later this month and will incorporate a whole host of other marketing material from the firm - including branded menus, display kits, optics, bar runners and ice buckets.

Jamie Butler, brand manager at Southern Comfort, told the Publican: "It's been a big year for us - a year of change.

"The brand had been suffering quite a lot in the 18 months before we repositioned it last year. It has fully helped us stem the decline and put the brand back into growth."

The sales incentive programme is expected to boost uptake of the drink among 18 to 29-year-olds.

Recently, Tony Thornell, head of public sector at Right Management, told Recruiter that pay and sales incentives were a vital aspect of staff retention in the public sector.

Written by James Yorke ADNFCR-2060-ID-800114130-ADNFCR