Heineken relaunches the Star Retailer scheme for excellence in beer and cider retailing

Heineken UK is revamping its Star Retailer loyalty programme by introducing a new participation and rewards framework for convenience retailers, as well as a redesigned website.

With many of the biggest brands forming a part of Heineken UK’s portfolio, Star Retailer aims to help retailers maximise the opportunity by providing category advice tailored to convenience stores, encouraging the development of a profitable and trending beer and cider range and offering rewards which increase based on their level of participation.

The new iteration will provide three reward levels – Star Retailer, Star Plus and Star Platinum. Retailers unlock a tiered set of exclusive benefits and cash incentives, up to £100 per bi-monthly cycle, starting in April 2025.

Stocking and promoting Heineken UK’s wide range of beer and cider brands – including their no- and low-alcohol alternatives, retailers will be able to unlock their desired level, with additional guidance from their field sales executive.

Retailers can claim the rewards either through their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint. Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint unit. Through this, retailers will be able to claim rewards as cash, offering a streamlined solution for redeeming rewards and boosting sales.

In addition, the newly reimagined website not only has a new look and feel, but will also act as a gateway for information for convenience retailers looking to access key resources and support tools to help boost visibility and drive their beer and cider sales.

Operating for over 14 years, the Star Retailer programme has collaborated with 18,000+ stores, helping retailers drive significant revenue. Boosting category sales by over 13%, on average, stores in the scheme see an additional £11,000 in beer and cider sales each year.

Sarah Romain, national field sales manager for off trade at Heineken UK, said: “We’re thrilled to relaunch our Star Retailer scheme with a fresh approach that reflects the evolving needs of convenience retailers. We’ve worked closely with our retailer partners to redesign the programme, ensuring it provides valuable, tailored support to help them grow their beer and cider sales.

“2025 is set to be a huge year for beer and cider in convenience. Retailers have an excellent opportunity to grow sales by stocking up on bestselling and much-loved brands which align with the trends we’re seeing in the market – including the growth of moderation, and consumers’ increased interest in discovering new drinks, with depth.”