Heineken has committed itself to expanding its on-trade division serving the bar and restaurant sector by £1bn over the next three years with the launch of its Greenpaper.
Drawing from over 100 pieces of research the Greenpaper is touted as the largest piece of research ever undertaken by the beer brand as it seeks to harness insights gleaned from its consumers, customers and channels to drive drink sales.
Jerry Shedden, Heineken’s category and trade marketing director, 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.”
As such six growth drivers have been identified for licensees including capitalizing on events and occasions to drive pub footfall; improved atmosphere to encourage customers to stay longer; bolstering food offer; offering healthier low alcohol drinks; better promotion among 18-24 year old’s and promoting premium drinks.
Last month Heineken was forced to withdraw its 'racist' 'Lighter id better' ad.