How GAZER Helped SALT Secure and Retain New Beer Listings
Following a national route-to-market listing, SALT needed to turn LOOM’s availability into stocked, pouring lines. GAZER built an account-based marketing plan into the tender approach, pairing a competitive craft-beer proposition with speed-quiz activation. 16 of 20 venues listed LOOM; 12 retained it after 12 months.
The results
The results- Product onboarding
- 80%conversion16 of 20 targeted Caldmore Taverns venues onboarded LOOM through the programme.
- Retained listings
- 12venues60% of the original 20 venues retained LOOM after 12 months, against a 50% target.
- Retention above target
- +10percentage points12-month retention reached 60%, exceeding the agreed target of 50%.
- Consumer participation
- 450+attendeesMore than 450 people attended the speed quizzes across the programme.
- Client
- SALT Beer Factory
- Project
- LOOM × Caldmore Taverns - account-based sales enablement
- Category
- Craft beer
- Channel
- Managed Regional Group (MRG) on-trade
- Service
- Strategy; Campaigns & Activations; Trade Assets & Sales Enablement; Tender Support; Technical Enablement
- Commercial objective
- Secure new LOOM listings and retain them beyond initial activation
- Primary activity
- Digital speed quizzes, brand education, EPOS-linked beer rewards and customer retargeting
- Audience
- Caldmore Taverns operators and pub customers
- Geography
- UK
- Measurement focus
- Product onboarding, 12-month listing retention and event attendance
Quick facts
Listings that customers would support and operators would retain.
A national route-to-market listing made LOOM available, but pubs still needed a commercial reason to put it on the bar. SALT had to build demand beyond its regional base while helping operators attract customers and protect margin. LOOM offered an accessible step from premium lager into craft beer, with a balanced flavour profile and competitive price point. The challenge was to turn that proposition into listings that customers would support and operators would retain, without relying on brewery representatives to deliver every activation.
Could an account-based marketing plan help SALT secure LOOM listings, build venue-level demand and retain at least 50% of targeted venues after 12 months?
The commercial question
A competitive craft proposition, amplified by a speed quiz.
LOOM could appeal to customers exploring alternatives to premium lager while offering a competitive margin for the outlet. Linking that proposition to a speed quiz gave operators a way to amplify an existing night or create a new reason to visit. As part of the tender approach, the activation added customer demand-building support to the listing conversation, connecting supplier growth with the operator’s commercial priorities.
- Aligned commercial prioritiesBuilt an account-based marketing plan into the tender approach, connecting SALT’s distribution ambitions with the group’s footfall and margin objectives.
- Made the product proposition relevantPositioned LOOM as an accessible, balanced IPA for premium-lager customers exploring craft, at a competitive price point for the outlet.
- Arranged specialist deliveryThe speed-quiz company delivered venue quizzes as part of the listing agreement, amplifying existing nights or creating a new reason to visit.
- Connected entertainment and trialIntegrated SALT content, brand education and beer rewards to introduce the product; customer data capture and retargeting extended engagement beyond the event.
- Measured distributionTracked stocked, pouring listings, event participation and retention after 12 months against the agreed target.
How we delivered it
The programme, stage by stage.
80% onboarding, then retention beyond the target.
The programme onboarded LOOM in 16 of 20 Caldmore Taverns venues, an 80% conversion rate. After 12 months, 12 venues retained the product: 60% of the original target group and 10 percentage points above the 50% target. More than 450 people attended the quizzes. Customer data capture and retargeting extended activity beyond the events, using SALT incentives within the group to support repeat engagement. The programme connected initial sell-in, consumer activation and sustained distribution.
80% onboarding · 12 retained listings · 60% retention after 12 months · 450+ attendees
16 of 20 targeted Caldmore Taverns venues onboarded LOOM; 12 retained it after 12 months, exceeding the 50% retention target.
Client quote
“This activation was fantastic and helped us secure a lot of new listings within a target group.”
How can a drinks brand turn wholesale availability into pub listings?
Give operators a practical reason to stock and activate the product. For SALT, the nationwide Coors listing provided availability, while the activation programme paired LOOM with a ready-to-deliver quiz experience. 16 of the 20 targeted venues onboarded the beer.
What makes an activation a sales enablement tool?
It gives the sales team a concrete offer that helps an operator introduce and support a new product. SALT’s programme combined software, branded content and beer rewards into a locally delivered event, making activation support part of the listing conversation.
How do you measure sustained distribution after a campaign?
Track retained listings after a defined period and state the denominator clearly. For SALT, 12 of the original 20 targeted venues retained LOOM after 12 months. That represented 60% retention against a 50% target, rather than 60% of the 16 venues that initially onboarded.
How did customer data support the SALT activation?
Customer data capture enabled retargeting in the lead-up to launch and afterwards. SALT Beer Factory incentives within the Caldmore group gave customers further reasons to engage, extending support beyond quiz nights and complementing the programme’s listing-retention objective.
How can venues deliver branded events without brewery representatives?
Use a specialist delivery partner and a repeatable format. The speed-quiz company delivered the venue events as part of the listing agreement. SALT content and product trial introduced the brand, giving operators support without requiring brewery staff at every event.
Related questions
The questions a trade marketer tends to ask next, answered directly, so they can be found and quoted.
