DARIEN, CONN. – Labatt’s USA is taking a telecommunicative avenue toward expanding distribution of its Moretti line of imported Italian beers. Labatt’s has sent out a mailer to 1,500 chains and major Italian restaurants nationwide, laying the groundwork for a telemarketing effort from headquarters. The program got its start in May when, working with wholesaler Manhattan Beer, Labatt’s did a direct mailing to New York Italian restaurants, then hired a part-time, bilingual telemarketer to promote the brand by phone. Manhattan Beer itself took on a part-time salesman to pay personal visits to the restaurants. The result: between May and August, business more than doubled, said Michael Mitaro, director of marketing/sales for specialty imports.
Copyright Adweek L.P. (1993)