Formal memo to wholesalers announcing a 2008 on/off-premise Super Bowl Incentive.

1. Memo
To: DS IL/STL CBC Wholesalers
From: Aaron Hines
CC: John Gavin, Blake Kohlbrecher, Mike Coburn
Date: December 5th
, 2007
Re: Super Bowl Incentive Program
Congratulations to all on an exciting and successful 2007. Through week 48, DS IL/STL is
+9.6% with the CBC brands, and +9.3% with Coors Light! Thanks to all for your efforts!
Attached to this memo is a PowerPoint presentation of our 2008 Playoff/Super Bowl Incentive
Program. This program is sure to get us off to a fast start in 2008, and will help us capitalize
on our tie-in with the NFL.
Please take the time to review the attached presentation and respond back with the required
information (last page of the PowerPoint presentation). If you have any questions or issues
with the program, please feel free to call and discuss. We had a very successful Super Bowl
program in 2007, so we’ll need to step-it-up a notch in order to get an even faster start in
2008.
I have also attached a one-page PP presentation with a recommended item to use as a
display enhancer during this incentive. I will be in touch to discuss quantities.
Thanks in advance and I look forward to your feedback!
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