Heineken has enhanced its retailer-support website to mark the fifth anniversary of the launch of its Star Retailer programme.

The new-look site at www.starretailer.co.uk has fresh information on shopper need states and regional planograms, and is designed to be easier to navigate than the previous version. A planner listing key sporting, cultural and food-based occasions such as National Pizza Day is also included to ensure retailers don’t miss out on diary-based sales opportunities.

Since its launch, Star Retailer has delivered £60 million worth of extra sales to the category in the convenience channel, claims Heineken, with Star Retailer outlets typically trading 12% higher in beer and cider than comparable stores outside the scheme. The company’s field sales team is currently calling on around 4,300 stores regularly, with the top stores earning £30 per month in the form of rewards to spend in the wholesale channel.

Advice is regularly updated to reflect changing shopper behavior, trends such as premiumisation and stock suggestions in categories such as flavoured cider, premium lager, large single bottles of lager and craft, which are all currently in growth in convenience.

Heineken category and shopper marketing director Toby Lancaster said: “Over five years, Star Retailer has delivered consistency in an ever-changing channel to the benefit of retailers, wholesalers and shoppers alike and it is a significant achievement that Heineken has helped retailers across the UK contribute an additional £60 million to the beer and cider category.

“We hope to help retailers to stay one step ahead of changing customer purchasing habits and make sure they get the most from the beer and cider category.”