Lead Low & No Alcohol and position Heineken UK as a market leader. Continue to grow Heineken 0.0 via all commercial levers and lead the category with the business’ merchandising expertise, with a focus on convenience retail.
We worked with trade partners to develop a case study that demonstrated the expert advice on offer from Heineken UK as well as the potential retail sales that the expertise can help unlock. Identifying the right retailer, we worked with a Heineken UK representative to head into store to revamp their Low & No Alcohol range. We then tracked the sales over a four-week period to demonstrate the success. The visits were documented via videographer, which also captured pieces to camera to share principles on merchandising the category, as well as an endorsement from the retailer. The content was then packaged up and promoted via a key retail trade title, Convenience Store and delivered a clear call to action for the Heineken UK Off Trade customer platform, Star Retailer.
