Show us that you mean business

In response to John Harley’s letter (MW last week), I run a specialist off-licence in Birmingham targeting the more discerning customer.

We stock a wide range of international beers and ales from around the UK. We have only been trading for 21 months, but have won two national awards from the trade press.

I have come to realise that organisations such as Budweiser Budvar are not interested in supporting good off-licences in the independent sector. They are more interested in supporting multiple specialists and supermarket chains.

We have dared to be different, but we would do a lot better if suppliers got behind us and showed us they mean business. Help us shout about Budweiser by running promotions in store. We are not as big as the supermarkets but we are passionate about your brand.

I am sure Mr Harley more than appreciates the principles of marketing, and that the offering needs to exceed customer expectations in all distribution channels.

So come on Mr Harley, work with us and we can all benefit.

Harpal Rai

Rai wine shop

Birmingham

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