HEINEKEN in the On-Trade: 2016 update

28th October 2016


2016 has been a summer of success for HEINEKEN, as our range of top performing beers and ciders have hit the spot with pub-goers nationwide, supporting our customers in the on-trade to boost their revenues. From the Euros and the cricket, to our outstanding Olympians, it’s been a summer to remember.


Cider Success

Strongbow, the UK’s number one Cider and Official Partner of Team GB, continues to dominate the Cider category. Recent research shows that when there is only one apple cider on the bar, Strongbow has 45% higher throughput than any of its rivals[1].

Strongbow Dark Fruit is going from strength to strength, growing by 179kHL in the last 12 months, more than tripling its market share this year to 13.3% (vs 4.1% last year) and becoming the UK’s third most popular draught cider. As well as adding more absolute volume growth to the Draught Cider category than any other cider, 70% of Strongbow Dark Fruit sales are incremental and help grow the total Beer & Cider category in the On-Trade.


Winning with World

World Beer and World Cider continue to be strong contributors to the on-trade and in World Cider, HEINEKEN is growing at +112.4%, significantly outperforming the category which is growing at +8.4%. Old Mout is leading the field, contributing 40% of the growth in this segment[2] and delivering positive results for HEINEKEN customers. Hall and Woodhouse, for example, added Old Mout as the World Cider brand in the back bar fridges over the summer and in July had a 30% increase in cases sold, compared to last year, when stocking a different brand.


World Lager continues to grow, driven largely by draught format, at 12.8% volume and 15.3% value. Birra Moretti, in particular, is leading the trend with 104.1% volume growth and 108.9% value growth[3] reported; evidence that the brand’s high profile consumer marketing campaign is resonating with drinkers in the on trade. The campaign was kicked off by the Moretti Gran Tour, a dedicated Italian Street Food festival, returning to London this summer highlighting the brand’s connection to authentic Italian street food.


Desperados Dominates on Draught

Tequila flavoured beer, Desperados, launched on draught earlier this year with a striking font design for maximum impact in outlet and is performing well for late night operators. There’s evidence that dual stocking Desperados in both packaged and draught formats delivers a growth of 8%[4], meaning more cash margin for operators.


Andrew Turner, On Trade Category & Trade Marketing Director at HEINEKEN, said “While the Euros were a disappointment from an English perspective, there’s no doubt it’s been a great summer with some fantastic sporting events and good weather helping to drive consumers through the doors of pubs across the country. We’ve closely worked with our customers to help them make the most of the summer trading period and with the football and rugby season now under way, we’re looking forward to supporting our customers grow their businesses throughout the autumn and into 2017.”


Data: [1] CGA 09/07/2016   [2] CGA 06.08.16   [3] CGA 06/08/2016   [4] BW DATA to April 2016