Three of a kind: Engaging employee events from a trio of beer companies

How Molson Coors, Carlsberg UK and Charles Wells used internal events to communicate new strategies and products to staff.

Brewing brand Charles Wells' Bombardier Pale Ale launch
Brewing brand Charles Wells' Bombardier Pale Ale launch

MOLSON COORS SALES FORUM 2016

To celebrate its commercial partnership with the League Managers' Association, and to announce details of its sponsorship of the English Premier League under the group's Carling brand to its account managers, Molson Coors' annual sales forum took on a football-related theme in the final quarter of 2016.

A three-day event was created by XSEM at the home of the English FA at St George's Park in Burton-upon-Trent. XSEM facilitated a behind-the-scenes tour and the chance for delegates to involve themselves in experiential zones, which matched each of Molson Coors' core brands. "An incredible few days. Without the help and skills from the team at XSEM, we would not have had such a successful forum," says Alpesh Mistry, director of sales - off trade at Molson Coors.

FACT FILE
Company: Molson Coors
Event: Sales forum
Venue: St George's Park, Burton-upon-Trent.
Date: 6-9 September 2016
Delegates: 475
Agency: XSEM

CARLSBERG UK SALES CONFERENCE

In January, Carlsberg UK held a two-day conference at The Queens Hotel in Leeds for 350 delegates. The main objective of the conference was to engage with employees and motivate them.

Communique created a 'Dare2Believe' theme, asking delegates to believe they could help move the business forward and drive change. Increasing and measuring employee engagement were the main challenges, which were tackled using a bespoke event app to track feedback. It also allowed Carlsberg to continue the message post event.

Julian Momen, CEO of Carlsberg UK describes the conference as a first-class event and says the agency put on a spectacular show. "Feedback has been amazing. It will certainly live in the memory as a big turning point for the company and you guys were part of that."

FACT FILE
Company: Carlsberg UK team
Event: Sales conference
Venue: The Queens Hotel, Leeds
Date: 18-19 January 2017
Delegates: 350
Agency: Communique

BOMBARDIER PALE ALE LAUNCH

Brewing company Charles Wells held a staff event at its on-site bar to celebrate the launch of the new Bombardier Pale Ale. With 75 delegates, the objective was to raise awareness about the brand's new marketing campaign, which was designed to celebrate individuality. As well as tasting sessions, staff were invited to take part in activities such as a pub quiz and a drum hero competition, with a year's supply of Bombardier as the main prize. The event ran during the bar's opening hours from 5.30pm to 8.30pm.

"We wanted everyone to try the new product and understand the brand campaign, but we keep our bar opening hours relatively short to promote responsible drinking," says Paul Hutchinson, PR manager for Charles Wells. "Our staff are vital to our success and we hold regular events to ensure they fully understand the different campaigns we run for our various brands."

FACT FILE
Company: Charles Wells
Event: Staff event to launch Bombardier Pale Ale
Venue: Charles Wells, The Brewery, Bedford
Date: 13 October 2016
Delegates: 75
Agency: In-house

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in

5 ways technology can help hotels reopen safely

5 ways technology can help hotels reopen safely

New innovations will help hotels solve the challenges of coronavirus so that guests can return, says Louisa Watson of Wyboston Lakes Resort.

Dear C&IT: Diversity should be part of the process right from the start

Dear C&IT: Diversity should be part of the process right from the start

Event planners need to challenge the diversity of their internal teams and their clients, says WRG Live's Steve Porter

LIVE UPDATES: England to relax quarantine rules for visitors from 10 July

LIVE UPDATES: England to relax quarantine rules for visitors from 10 July

Find out which countries are on partial or national lockdown, what travel restrictions are in place and what size gatherings are allowed.

'Attention to detail is key'

'Attention to detail is key'

A-List 2020: Stephanie Aviss is an account manager at Top Banana

What does the future hold for incentive travel?

What does the future hold for incentive travel?

C&IT speaks to Black Tomato's David Heron to find out why he's feeling cautiously optimistic.

5 ways the industry can recover from the crisis

5 ways the industry can recover from the crisis

Catch up on our Crisis Briefing webinar, where experts from across the global MICE industry share their latest COVID-19 recovery plans.

Case study: Android's Partner Summit in Berlin

Case study: Android's Partner Summit in Berlin

Agency Wonder brought the tech giant's new branding to life in a former techno club in the German capital.

Events industry urges UK government to set reopening date

Events industry urges UK government to set reopening date

Senior industry figures argue that the lack of confirmed date risks losing major business to international competitors.

'It's great to be involved in the planning but onsite is where you really learn'

'It's great to be involved in the planning but onsite is where you really learn'

A-List 2020: Sarah Potts is an events project manager at BI Worldwide.

Dreaming down under: the Australia incentive

While global travel is on hold, it’s a time to dream. One Australian expert discusses her ultimate incentive itinerary for first-time visitors, including flying celebrated chefs around the country and dinner under the outback stars…