The second annual Team Scandia competition ran throughout the 2003-04 football season to support Landmark member Parfetts’ unique own-label sponsorship deal with League One football club Stockport County, advertising its premium lager Scandia. All customers at its Stockport depot were eligible to join Team Scandia, where, as well as having the opportunity to compete for the title of Scandia Retailers of the Season, they could also benefit from ticket promotions to Stockport County matches for their customers, marketing support, free advertising in County’s match-day programme and the Team Scandia website and dedicated contact with a Team Scandia Co-ordinator.

Mo Yousaf of Mo’s Supermarket was the biggest overall seller of Scandia, increasing his sales by 40 percent over the season. He said: “It’s great to be named Retailer of the Season as we have really got behind the brand this season. The increase in sales is down to the support we have received from Parfetts, they have helped us with merchandising, advertising and offered us great promotional prices, which we have passed on to our customers.

“Scandia is a unique product and with the profile it is given at Stockport County it really gets customers through the doors. I am looking forward to building on the success we achieved last season and increasing sales steadily throughout the new campaign.”

John Tolan of J & J Tolan achieved the biggest percentage increase in Scandia sales for the season, with an impressive 78 percent increase since the competition began. He said: “We signed up for the Team Scandia competition this year because it is the only opportunity for a retailer like me to have exposure at a professional football club. The fans are very loyal to their club and when they see our shop advertised in the programme and on pitch-side, they seek us out to purchase Scandia and in turn support Stockport County.



“Parfetts has worked with us to promote the brand and this has lead to a truly successful venture, we have more customers and the customers are getting a premium product at a competitive price, so everyone is a winner.”

Jack Gardner of Gardner’s Off Licence and Grocers in Woodley, Stockport was also awarded a prize for the best in-store display.

The 70 members of Team Scandia also had the opportunity to learn from a presentation by Shane Brennan of the Association of Convenience Stores in which he discussed the changes to the Alcohol Licensing Act and how they would affect the independent retailer.

Parfetts’ Managing Director Steve Parfett made a donation of £2,350 to Stockport County’s Football in the Community, which is a non-profit organisation. The donation was based on Scandia sales for the season.