Heineken UK is revamping its Star Retailer loyalty programme with a new participation and rewards framework for retailers and an updated website.

The new iteration of the loyalty scheme will provide three reward levels: Star Retailer, Star Plus and Star Platinum. From April 2025, retailers will unlock a tiered set of exclusive benefits and cash incentives, worth up to £100 per bimonthly cycle.

By stocking and promoting Heineken brands including Heineken, Foster’s, Desperados, John Smith’s, Birra Moretti, Cruzcampo, Strongbow, Inch’s Cider and Old Mout, as well as their non-alcoholic alternatives, retailers will be able to unlock their desired reward level.

Retailers will qualify for different levels depending on whether or not they meet a set criteria, including how many Heineken products they stock and how often they post about them social media.

They can claim the rewards 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.

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Additionally, the relaunched starretailer.co.uk website has a new design and will also act as a means for convenience retailers to access key resources and support tools to help boost visibility and drive their beer and cider sales.

Sarah Romain, national field sales manager – off trade, at Heineken UK, said: “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. The range of products under each tier of the Star Retailer scheme offer just that. Along with new rewards, exclusive benefits, and an easy-to-use website, we’re proud to invest in helping our retail partners demonstrate excellence in beer and cider retailing for this year and beyond.

The Star Retailer Scheme is open now to new and existing Heineken UK trade customers. Retailers can apply online for free at the website.

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