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
Top agencies speak out amid warnings the coronavirus response came ‘too late’

Top agencies speak out amid warnings the coronavirus response came ‘too late’

With reports that another key congress may be cancelled, agencies explain how they have been taking stock.

Smyle forecasts 50% turnover growth in 2020

Smyle forecasts 50% turnover growth in 2020

Agency features on the Sunday Times International Track 200 and predicts big things for the year ahead.

Deadline extended for A-List 2020

Deadline extended for A-List 2020

We’ve extended the deadline for entering this year’s awards celebrating 35 incredible event professionals under 35.

In pictures: The Mayfair Townhouse to open September 2020

In pictures: The Mayfair Townhouse to open September 2020

Iconic Luxury Hotels' new London property will have 172 rooms, a bar, a private gym and event spaces.

Incentive review: An action-packed countryside weekend at Gleneagles

Incentive review: An action-packed countryside weekend at Gleneagles

A luxury Scottish escape with whiskey tastings and outdoor activities including clay-pigeon shooting and archery.

DRPG acquires London agency Firehouse

DRPG acquires London agency Firehouse

Global agency’s acquisition of communications specialists Firehouse continues its recent growth.

C&IT redesigns magazine and website

C&IT redesigns magazine and website

Same great content but now with even more essential insight for event planners, says editor Calum Di Lieto.

‘At 11am we had nothing - by 7pm guests were walking into an awards ceremony’

‘At 11am we had nothing - by 7pm guests were walking into an awards ceremony’

Dan Broadberry discusses being on the 2019 A-List and how a ‘catastrophic’ storm may have helped him get there.

Exclusive: GPJ comments on Mobile World Congress coronavirus cancellation

Exclusive: GPJ comments on Mobile World Congress coronavirus cancellation

MWC in Barcelona will not go ahead, as one senior agency planner says brands took action after consulting chief medical officers.

Noisettes vocalist stars at Americana Music Association UK Awards

Noisettes vocalist stars at Americana Music Association UK Awards

London’s Troxy hosted the ceremony for 1,500 guests, featuring performances from special guests including Shingai Shoniwa.

LATEST JOBS