Valassis enters coupon contract with Inspirit

Valassis has entered into a contract with Inspirit Brands to offer consumers a coupon for GBP2 off its Sagatiba brand of cachaca.

The coupon forms part of a campaign to raise brand awareness and increase sales.

It is redeemable in Waitrose stores throughout the UK, encouraging consumers to try the brand while helping them to save money.

Studies show that sales of alcoholic drinks remain strong throughout the economic downturn, as consumers spend more time at home and less time in pubs and bars where the cost of drinks is higher.

Valassis is providing Inspirit Brands with a complete services package from design through to implementation to ensure maximum efficiency and return on investment.

Joanne Birkitt, Sagatiba brand manager at Inspirit Brands, said: 'We understand that couponing activity works as a measurable and cost- effective means of raising brand awareness, increasing sales and giving us an opportunity to interact with our consumers, educating them on how to use spirits at home.' David Smith, commercial director at Valassis, added: 'We are pleased to see the continued use of coupons to drive sales in-store.

'Financial promotions are a powerful marketing tool that can have a significant effect on the bottom line.

'Managed properly, and with the right measurement tools in place, brands can gain an in-depth analysis of consumer behaviour from their coupon activity that can help to improve future campaigns by targeting the right customers with the right offer, in the right place, at the right time.'.

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