SIBG PROGRAM: COOKING WITH BEER

SARAH MULHOLLAND

CLEVELAND -- Snyder International Brewing Group here is helping retailers stimulate sales in seafood and meat departments with a program called "Now You're Cooking."

The program -- in stores since February of this year -- is currently running at several locations in the northern Ohio market. Participating retailers include Tops, Giant Eagle and Heinen's.

The promotion entails counter top easel displays featuring "Now You're Cooking" recipe pamphlets, encouraging consumers to prepare meat and seafood using beer.

The easel is located in proximity to a floor display of the brewer's Crooked River, Christian Morlein or Wild Goose Brewery Sampler 12-packs.

In addition, SIBG has produced recipe stickers to be placed on specific cuts of packaged meats.

According to Paul Abrams, a spokesman for SIBG, the promotion goes beyond simply moving the beer out of the beer aisle, educating consumers at the same time.

"It provides retailers with the opportunity to sell more expensive cuts of meat and a premium beverage, bringing a higher ring all the way around," he said.