Heineken to boost on trade growth by £1bn

25 April, 2018


By having a range of healthier options such as no and low alcohol alternatives, or having natural and sustainably produced ciders and beers means that licensees can remove the barrier of consumers feeling that a trip to the pub or bar is not in line with their lifestyle.

5 My Generation - Incremental value £108M


The 18-24 year old generation of beer and cider drinkers have a lot more choice than previous generations and are yet to find their favourite drink, bar or pub, so licensees should shout about why their outlet is relevant for them to visit with friends.


On-trade visits by 18-24 year olds is falling year-on-year, with the number of times per week they go out for a drink falling by 20%, over the last decade . 


By having the right range of products - a balance between well-known brands available at reasonable prices as well as more unique choices - you can reconnect with 18-24 year old consumers and ensure that there is something for everyone. Speaking the right language in terms of marketing and utilising digital, whilst being flexible to consumer needs, will also drive future footfall.

6 We’re Worth It - Incremental value £72M


One of the easiest ways to increase how much consumers spend is by encouraging them to try a more premium beer or cider at the bar.


The average price of a pint of beer in the on-trade has risen by 42p over the last four years. Although the number of occasions in the on-trade has declined, consumers are treating themselves when they do go out and are choosing more premium drinks.

It is still key to have a mainstream beer and cider offering as two in every five pints of draught beer is Foster’s, John Smith’s, Guinness, Carling or Carlsberg. However, licensees should try and premiumise at every opportunity. This can be done by offering a range of mainstream and premium drinks at the right price points.


Use every tool at an outlet’s disposal, to drive consideration of more premium choices – standalone founts, point of sale and back bar displays as well as giving the best spots in the fridge and on the bar to the more premium options. Similarly, writing tasting notes for your craft range can drive interest and create plenty of trade up opportunities.


Philip Duff

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