Premium off sales

Premium is perfect for entertaining

WHEN people entertain at home, they like to treat guests – and themselves – to the best.

That’s the view of Heineken UK, as category and shopper marketing director Toby Lancaster explained: “With 39%  of shoppers more inclined to trade up to more premium food and drink options when dining at home, implementing cross-category merchandising for beers and ciders that are great with food, such as Birra Moretti and Old Mout, will see an uplift in sales as consumers make the natural link between the two categories.”