DUTCH brewing giant Heineken has given its Star Retailer programme an update to coincide with the fifth anniversary of the scheme.
Celebrating the milestone at London PR firm Unruly’s ‘Home of the Future’ concept house, Heineken set out its plans to evolve its beer and cider scheme for the needs of retailers in the years ahead.
As part of the upgrade, Heineken has refreshed its Star Retailer website, offering convenience retailers access to the brewer’s latest insights on shopper needs as well as guides on maximising space and improving store functionality, and regionalised planograms – including Scotland-specific plans.
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.”