He said “around 83%-84%” of beer sold in multiples was on promotion.
“We’ve been looking at how we can drive more value into the category over the long-term,” he said.
“It’s not great for any category to have that amount sold on promotion.
“It was believed that beer was a footfall and revenue driver but promotions aren’t bring ing in new shoppers – you’re just rewarding shoppers who were going to buy beer with a lower price already.”?Heyes was speaking as Heineken UK unveiled new packaging for Foster’s to give it more prominence on shelves. The new look aims to attract new drinkers to the lager category.
The modernised packaging is part of a “multi-million-pound marketing spend” which will use comedy as a new marketing platform for the brand.
This will include a new advertising campaign, sponsorship of this year’s Edinburgh Comedy Awards and comedy programmes on Channel 4.
Heineken will be promoting Bulmers Summer Blend, Bulmers Original and Bulmers Pear during a sampling tour taking place in London, Bristol, Edinburgh and Leicester until mid-August.