By Andy Young, reporting from Vancouver

Following on from the success of Bottlemart's XXXXmart rebranding in March this year, the stores are set for a Carlton takeover from next week.

The XXXXmart takeover earlier this year saw the Liquor Marketing Group stores enjoy significant sales growth and there is belief the Carltonmart stores will produce similar, if not better, results.

In total 440 Bottlemart stores will be rebranded as Carltonmart and the rebranding will be matched with further point of sale, marketing and activations from both LMG and Carlton and United Breweries.

Speaking at the LMG conference in Vancouver, the group's general manager Damien Page said: "This should be an incredible program and we are all very excited about it. This is the biggest press program we have ever developed and we have supporting activations to go with it. This is not just about growing beer, it is about growing other categories as well. This is awareness of advocacy, getting people to have a look at Bottlemart again. They will come in and have a look and see other activations and that will improve our advocacy.

"The execution we saw from XXXXmart was something special, if we can execute to that same level, with the new Carltonmart, there is no doubt this will be the biggest result we have ever had."

The takeover will also be supported with a "Win a beer in Antarctica" campaign, which will see consumers win the opportunity to travel to Antarctica to enjoy a cold Carlton Draught.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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