Heineken wants retailers to 'do basics brilliantly'

30 August, 2011

Heineken UK is on a mission to help convenience retailers maximise profits from their drinks fixtures.

The brewer is hoping to persuade retailers to stick to “brilliant basics” as it attends a series of trade shows this autumn.

It says that to the average retailer, the BWS category is worth £2,000 a week in sales – and profits can be maximised with creative merchandising.

Doug Walker, head of off-trade consumer marketing, said: “The range of industry events being held for the off-trade across the autumn months presents the ideal opportunity for us to engage with a huge number of convenience retailers and give them one-to-one advice on how to do the basics brilliantly.

“This comes at a really exciting time for us in launching two huge new products into the market, but it’s critical we help retailers nurture Foster’s Gold and Bulmers Nº17 over the next 18 months. Our support and advice should help retailers get most value from these products after their initial launch.

“Convenience retailers need to be aware of key trends in the alcoholic drinks market, such as the growth in demand for smaller packaged, chilled products which can be consumed on the same day, in order to meet the needs and requirements of their customer base.

“Beer and cider can provide great profit opportunity for licensed retailers if they get their offering right to ensure customers have a quick and easy shopping experience.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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