HEINEKEN has announced the results of the second year of its greenpaper three-year category strategy, which has driven a further £132m towards the £670m 3 year value opportunity that HEINEKEN identified in 2018. This brings the total to date to £448m of additional category value created in the sector.
Unveiled in 2018, HEINEKEN’s Greenpaper offers retailers solutions on how to grow their businesses and accelerate growth in the beer and cider category. Built from over 100 pieces of qualitative and quantitative research, the category strategy identified an incremental £670m in value for the Off Trade over the next three years (2018 – 2021) via six different drivers. Each of these focused on leveraging seasonal and sporting events (Sports & Seasons), premium alternatives (We’re Worth It), healthier options (Live Better), driving value through core principles (Maximise the Core), recruiting and engaging with 18 to 24 years old shoppers (My Generation) and food pairings (Great with Food).
Over the last 2 years an incremental growth of £448m has been secured across the strategy, with HEINEKEN’s ‘Great with Food’ driver responsible for £126m of value alone this year, illustrating the importance of cross-merchandising in-store. Alongside this, the ‘Live Better’ driver has resulted in a further growth of £16.2m this year.
Whilst 2018 was helped by great weather and a summer of sport, this year’s growth can be partly attributed to a consumer shift in attitude towards health and wellbeing, with the rise of No & Low alcohol amongst the Gen Z audience. Moving on to pairing beer and cider with food, 2019 also saw a broader range of activations in both grocery stores and convenience, which naturally resulted in an increased number of food links and growing occasion base amongst shoppers. Finally, England’s amazing accomplishment in the Rugby World Cup and an all English UEFA Europa and Champions League Final, also added to the growth of the ‘Sports & Seasons’ driver this year.