HEINEKEN, the UK’s leading cider and beer business, faced the challenges of driving incremental volume in the on-‐trade and defending against incentives from competitors aimed at de-‐listing HEINEKEN draught brands whilst adding additional value to their customers.
Against this context, the objectives were to develop a programme that increased distribution of HEINEKEN brands nationwide, drove incremental volume sales and removed competitor brands from the bar (to gain further competitive advantage).
While other on-‐trade rewards and incentives programmes exist, they are typically based on commercial incentive models which, while offering an attractive deal to customers/landlords/bar managers, do little to consider the experience of the drinker in-‐ outlet and what effect this can have on sales.
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(Please note: parts of this case study may have been redacted for confidentiality purposes.)
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