Heineken to boost on trade growth by £1bn

25 April, 2018

Heineken UK has unveiled The Greenpaper – a new initiative which aims to boost the on-trade by more than £1bn over the next three years.

The Greenpaper is the largest piece of category research ever undertaken by Heineken and is the results of more than 100 pieces of qualitative and quantitative research.

This research has revealed six growth drivers, which offers solutions to grow Heinieken’s cider and beer businesses.

Jerry Shedden, category and trade marketing director at Heineken, said: “This is about giving more people a reason to visit pubs and bars – and it will mean more people through your doors, spending more money, more often.  

“Months of research have been condensed into an easy to understand category strategy that will grow our customers’ businesses. The six growth drivers are the starting point for all Heineken on-trade activations, so with the power of the best portfolio of ciders and beers, and our industry-leading expertise, we will be helping to bring the on trade back into growth.”

The six growth drivers are:

1 Let’s Get Together – Incremental value £249M

Licensees should be captalising on existing events and creating new occasions throughout the year to drive footfall and maximise sales.


There is more competition for consumers’ hard earned cash, so the number of visits to the on-trade has fallen by 10% over the past five years .


Create occasions that give people a reason to visit rather than stay at home. Whether that be driving footfall by generating a fantastic atmosphere around a football match, hosting a pub quiz or simply prompting friends to meet for a drink.

2 Maximise The Core - Incremental value £225M


Drinkers will stay longer, spend more and visit more regularly if licensees give them everything they expect from their favourite bar or restaurant, topped off with a great atmosphere.

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