Saying “cheers” to a happy retirement

In Colombia, 40% of all retail trade is done by small “mom and pop” stores. But because the country’s pension system is one of the worst in the world, those who can’t afford huge contributions may never be able to retire. The beer brand POKER decided to act. It transformed its loyalty system for retailers, called Bees, into a pension scheme. How? When shopkeepers buy POKER beer for their stores, they win loyalty points for conversion into gifts and bonuses. But most of these are never used. So the brand decided to convert the points into cash and transfer it to retirement accounts. It was a win-win: the more the shopkeepers bought (and sold) POKER beer, the more money they saved for their retirement. And that’s no small beer.