Heineken UK has launched new seasonal PoS alongside a retailer competition to help drive Halloween alcohol sales.

The new PoS invites shoppers to ‘Meet the Chillers’, supporting the supplier’s top-selling lines.

It is available from thedeltagroup.com/HeinekenPOS, where retailers can also enter a competition to be in with a chance of winning a Halloween-themed uniform for their staff.

According to the supplier, Halloween represents a significant opportunity for alcohol sales, which reached £127m in the total off-trade during Halloween week, a 4.6% increase in sales versus the previous week.

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Heineken brands benefit from the period. Flavoured fruit cider overtrades with younger consumers at Halloween, sales of Strongbow Original over index (40% more) at Halloween vs other weeks of the year in impulse, Desperados speaks to “up-tempo occasions” most common with Halloween missions, and whilst 55% of millennials celebrate Halloween a higher percentage of these consumers look to moderate, granting an opportunity for sales of non-alcoholic lines like Heineken 0.0.

Paul Gordon, customer director at Heineken UK, said: “We know the brands people purchase during Halloween week are very similar to the rest of the year, so retailers and wholesalers don’t necessarily have to worry about stocking limited-edition lines and dead stock after the event has passed. What’s important is how the beer and cider brands are displayed in store, and our ‘Meet the Chillers’ materials aim to help retailers maximise visibility and, therefore, sales opportunities.”

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