HEINEKEN has announced the results of the second year of its greenpaper three-year category strategy, which has driven a further £132m towards the £670m 3 year value opportunity that HEINEKEN identified in 2018. This brings the total to date to £448m of additional category value created in the sector.

Unveiled in 2018, HEINEKEN’s Greenpaper offers retailers solutions on how to grow their businesses and accelerate growth in the beer and cider category. Built from over 100 pieces of qualitative and quantitative research, the category strategy identified an incremental £670m in value for the Off Trade over the next three years (2018 – 2021) via six different drivers. Each of these focused on leveraging seasonal and sporting events (Sports & Seasons), premium alternatives (We’re Worth It), healthier options (Live Better), driving value through core principles (Maximise the Core), recruiting and engaging with 18 to 24 years old shoppers (My Generation) and food pairings (Great with Food).

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