News

Heineken 'Our Shout' on-trade initiative reaches milestone

8th August 2014

Heineken's Our Shout on-trade marketing scheme, which offers specific reward options to pubs and bars stocking Heineken brands, has reached the £1 million mark in terms of support given to outlets. .

Once signed up to the scheme, customers start gaining points which can be redeemed on a wide range of business-building services which aim to boost an outlet's bottom line.

So far, over 250 outlets have joined the incentive scheme and that number looks set to increase. Two of the most popular rewards to date are the creation and maintenance of a website, and support and guidance for engaging with local print media.

One outlet which has taken advantage of the scheme is the Tap N Tin Nightclub in Kent. Owner John Terry said: “I have been involved in the industry for over 20 years, and this is by far and away the best form of support I have encountered during that period. The idea of promoting the venue in front of the product is the best possible use of money and has been really beneficial for me.

“I think everyone in the trade has been frustrated over the years by well-meaning support in terms of point-of-sale material; that’s great but it’s of little use if your outlet hasn’t got a customer-base that gives both parties the opportunity to maximise their potential sales.”

Andrew Turner, on-trade category and trade marketing director at Heineken, said: “Our Shout was born out of reversing the traditional view of trade marketing, switching the focus to the outlet first and the products second.

“We are essentially evaluating the incremental volume opportunity in an outlet and then reinvesting the funds made through those incremental sales to help drive each licensee’s business. We are delighted with the increasing number and variation of establishments taking part in this scheme. From community pubs to high-end bars, every outlet is benefitting directly with personalised support as part of our commitment to helping our trade customers to grow their businesses.”

To find out more about ‘Our Shout’, email ourshout@whynot-europe.com

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