The profile of the Czech lager Budweiser Budwar will be increased this autumn with a series of pre-Christmas promotions. Its importer and distributor BB Supply Centre has set up tailored deals in both the on and off-trades. They feature free case deals and branded merchandise offers. Foreign holiday vouchers are also used as an incentive for stockists. All the activity is supported by point of sale material. Chief executive Lynne Zilkha said: "We believe in thinking nationally and acting locally. That way the business created by the activity tends to stick because you are giving people what they want. Big national roll-outs that ignore individual customer needs miss the point. They achieve volume for a moment, but that inevitably falls away." {{DRINKS }}

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