Heineken: Our shout
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...