Charles Grech Ltd.

Marketing & Promotion

Timothy Grech is today handling the Company’s numerous activities on the local advertising, promotions and public relations scene. Tim started working in the shop at the age of seventeen and has since attended various crash courses in marketing and customer care. He regularly visits various bars and restaurants throughout the island.

The range of brands represented by the Company present a good opportunity for a variety of functions in this field.

In recent years, greater importance has been given to promotions and public relations exercises. This gives the product in question a long span of valuable space in the press media.

The most notable promotions organized by our company are:

	The Heineken Jammin’ Festival 2001 Heineken’s connection with music is an international concept. This year, Charles Grech & Co Ltd, as local representatives of Heineken, felt that the company too should invest in promoting Heineken to be synonymous with music whilst actually aiding the local talent to advance .The final aim is to organize an annual event that people will eagerly anticipate and associate it with Heineken. June 2001 at Ta’ Qali National Park hosted the first ever Heineken Jammin’ Festival in Malta. The Festival featured various local and internationally renowned foreign artists as well as professional light shows and breath-taking dance acts. The talented local artists who stepped on the Heineken Jammin’ Festival’s stage included Wintermoods, U-Bahn, J-Joy, Fabrizio Faniello, Corkscrew and the up and coming bands Scream Daisy and Crosswalk. In between these astounding performances, several local celebrities and international personalities such as the Manchester United footballer Gary Neville presented Music Awards to local artists who outperformed in their respective category. The attendance was approximately of 6,000 people. Fragma, ATB and Dario G, were the foreign artists who provided amazing dance acts for the night. However, as expected the veteran Italian singer Antonello Venditti stole the show with a 50 minute live performance of his greatest hits. No wonder this event was quoted in the local press as being “The musical attraction of the year”….
	The first Disaronno Mediterranean Cocktail Competition was held in November 1995 in collaboration with the Maltese Bartenders Guild and was attended by participants from Turkey, Malta, Italy, Portugal, Greece and France.
	The second competition was also organized in Malta in 1996 and was won for two consecutive years by the Maltese contestant.
	Jack Daniel’s party nights are being organized in most of the popular bars/nightclubs/discotheques around Malta. Whiskey is sampled at a reduced price although we do not encourage this. Various point-of-sale material is given out by the barmen to Jack Daniel’s clientele. The venue is decorated with posters, banners and bar towels and the bar staff also wear the Jack Daniel’s T-shirts and caps throughout the evening.
	A fun trip to Amsterdam is organized every other year rewarding fifteen local wholesalers for attaining stipulated targets for the sale of Heineken Beer.
	Heineken ‘Feel The Night’, a music campaign incorporating live bands within the venue. Personality girls distribute scratch cards to Heineken drinkers giving them the opportunity to win various gifts including a top prize which is a trip to Rotterdam to see the ‘Heineken Night Of The Proms’ during November.
	Malta was chosen to join the Heineken’s World’s Biggest Promotion. CGC was proud to be a part of this. The promotion was extremely successful and the efficiency of the organization compared to that of any other participating country.
	A wine tasting event sponsored by Baron Philippe De Rothschild is held every two years at a leading hotel. A number of restaurants/hotel owners and wine waiters are invited to attend.
	Premium brands like Louis Roederer champagne, Ferreira port and King Edward are associated with functions like meetings of the Chamber of Commerce, Malta Lions and Rotary Club, Opera and Theatre presentations.
	The Camel Adventure - a mini replica of the world renowned Camel Trophy which gives a continuous exposure to the brand.
	Advertising in press and periodicals is held throughout the year with increased presence during the Christmas festive month of December.
	Window displays and sampling in prime selected bars and confectioneries are continuously held.