Heineken rolls out the barrel for spring

07 March, 2008

Heineken is rolling out its 5-litre DraughtKeg across the off-trade ahead of a major sales push in spring and summer.

The keg has been on trial in Sainsbury's, Threshers and Makro since last summer, and Heineken said it sold well, especially over Christmas. It will now roll out to Tesco, Morrisons, Waitrose, Somerfield, Booker, Nisa-Today's, Costcutter, Spar andothers.

Heineken is backing the roll-out with promotions, bespoke and generic POS items including floor-ready display units, and a spring burst of advertising to drive awareness.

Customer marketing controller Chris Duffy said: "With the final rounds of the Heineken Cup coming up in April and May and, providing we have a good summer this year, the onset of the barbecue season picking up after the Heineken Cup final, we wanted to extend distribution of DraughtKeg now so that all

our customers will have the opportunity to stock and benefit from the 5-litre pack for these key sales periods."

DraughtKeg retails at 13.79-13.99, which means it costs 2.80 per litre - 63 per cent more than the average 1.72 for lager, according to Heineken.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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