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Heineken Launches Location-Based Loyalty Program

September 2, 2014

Dutch brewer Heineken has launched the Heineken Star Rewards program in the United Kingdom. The program is designed to reward smaller pubs and restaurants who are not directly supplied by the brewer for stocking Heineken.

Unique program redemption codes will be printed on cases of Heineken and other beer brands under its label at breweries across Europe, and each case is then scanned upon delivery to various pubs and restaurants across the UK. The pubs receive 10 points for each case they purchase and they can redeem the points for concerts, sporting events, point-of-sale materials and experience days.

“Heineken’s premium packaged portfolio volume is growing at over 24%, with new brands added all the time that we want to get in front of our customers,” Andrew Turner, category and trade marketing director for the on-trade at Heineken, told MarketingWeek UK.

“We needed a mechanic to encourage customers to stock our range and to reward our loyalists, and Heineken Star Rewards does just that. It enables us to gather valuable customer data and drive loyalty with significantly reduced risk.”

Source: Marketing Week UK

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