Heineken says it has enhanced its Star Retailer scheme on its fifth anniversary to offer retailers more insight and support, and help them generate more sales.
The scheme provides retailers with category advice on beer and cider sales, and Toby Lancaster, category and shopper marketing director at Heineken, said: “Over five years, Star Retailer has delivered consistency in an ever-changing channel to the benefit of retailers, wholesalers and shoppers alike and it is a significant achievement that Heineken has helped retailers across the UK contribute an additional £60m to the beer and cider category.
“The feedback from our customers has been really positive and we are sure they will be delighted with the new and improved advice and website. As the strapline says, the continued evolution of Star Retailer will result in ‘more sales, more support, more Star Retailers’. We hope to help retailers to stay one step ahead of changing customer purchasing habits and make sure they get the most from the beer and cider category.”