Bars and pubs tap into new Heineken reward scheme


Russell, Derek & Andy Turner at the White Horse

More than £1million in support has been given to the on-trade in personalised marketing and PR tools in the first five months of a scheme run by drinks company Heineken UK.

It has reported that over 250 outlets have benefited from the Our Shout programme which rewards operators with points when they stock the company’s brands such as Fosters, Strongbow, Kronenbourg 1664 and Heineken.

The points can be redeemed on a wide range of business-building services. 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.

John Terry, owner of the Tap ‘n’ Tin nightclub in Chatham,Kent, 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 benefiting directly with personalised support as part of our commitment to helping our trade customers to grow their businesses.”

The incentive scheme has also benefited the refurbished White Horse in Rochester, Kent, which, after signing up to Our Shout on November 1, has qualified for a multiple rewards package including wi-fi, a website, social media and local advertising support.

This has led to two profile advertorials in the local papers, with the business gaining recognition among the locals through a further 50 adverts played on their local radio station. The pub’s Facebook profile gained 938 likes while over 2,000 people searched their website, resulting in over 11,500 pages views.

Russell David, who owns the White Horse with Derek Butcher, said: “Heineken has been brilliant and made the whole thing really easy. It’s great because it is all about pushing our business, making people aware of local events, special promotions, and attracting younger customers.

“Since we reopened, 70% of the previous clientele have returned and sales have gone up threefold. Without Our Shout, we would not be where we are now to be honest.”

Russell and Derek are pictured top with Andrew Turner.



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