What benefit could people have from higher beer prices?
LEFRE: A more varied selection, better care in their treatment, and uninterrupted supervision on quality. What concerns the retail sector, we aim to make the consumer s purchase as easy as possible, which is why we are developing our category management in order that it corresponds to the demands of those buying our products. To explain this in simpler terms, we offer our products at favourable prices and with direct sales support. As part of this strategy, we are cooperating with retailers to make their beer sections as transparent as possible. We want to avoid a situation where the consumer ends up buying something they don t really want. Even though we are only now developing this strategy, we are already working on category management projects not only with the main retail players on the market but also with gas station chains. EURO: Can you tell me what are retailers main demands, what concerns category management? Hypermarkets probably have a different idea of categories then do
