Heineken is to reward smaller pubs and restaurants for selling more of its beer through a location-based loyalty scheme it hopes will steal on-trade from rivals. The brewer
says the digitally driven “Heineken Rewards” programme is the first of its kind in the UK. Unique codes attached to beer cases are scanned and verified against a database of
independent outlets before being rewarded 10 points for each scanned case. Rewards include sporting and gig tickets.Read the whole story at Marketing Week »
