HEINEKEN has announced the first results of its Greenpaper three-year category strategy, which has delivered more than half of the £670m opportunity identified in 2018.
Unveiled in March, HEINEKEN’s Greenpaper offered retailers solutions on how to grow their businesses and accelerate growth in the beer and cider category via six different drivers. To date, an incremental growth of £355m has been identified across the strategy, with the ‘We’re Worth It’ driver responsible for £148m alone. Alongside this, the ‘Sports and Seasons’ driver has resulted in a growth of £125m.
Toby Lancaster, Category and Shopper Marketing Director at HEINEKEN UK, commented: “2018 was an incredible year for us, demonstrated by the level of results coming in from our Greenpaper strategy. Whilst we were confident it would be bigger than ever due to the World Cup, the unexpected summer heatwave really helped push our sales off the chart – as the temperature soared, so did demand for premium beer and cider.”
“Whilst there’s still work to be done on our drivers, in particular pushing our ‘Great with Food’ strategy as well as a continued focus on ‘Living Better’ with the no and low category, we’ve truly hit the ground. We look forward to building on this momentum in 2019, so we can continue our commitment to helping our customers grow their business and together boost the category as a whole.”