Weekly Roundup Heineken hit with a £2 million fine

September 17, 2021

Today, we look at the multi-million pound fine on Heineken, Waitrose continue their success with the services of Deliveroo, and Brew Dog get on Aldi's shelves with a beer born out of Twitter banter. Enjoy!

Heineken hit with a £2 million fine

Heineken's pubs division has been slapped with a £2 million fine for forcing its tenants to stock 'unreasonable levels' of its own beers and ciders. The Pubs Code Adjudicator (PCA) ruled that Star Pubs & Bars, which operates the pub estate business of Heineken in the UK, had ˜seriously and repeatedly' breached the pubs code over the last three years. The investigation found that pub tenants who asked to stock competitor brands were told that 100% of the keg beer they sold had to be Heineken brands. After several interventions by the PCA, Star changed its policy to specify ˜must-stock' brands. But this still required many tenants who stocked little or no Heineken products to stock 60% Heineken keg beer within a year. Naughty boys.

Waitrose continue trial with Deliveroo

Waitrose has announced that it is expanding its on-demand grocery trial with Deliveroo to 25 more locations, taking the total to 30 and growing its reach to 3.1 million households. The retailer has also added 100 products to the range, meaning Deliveroo customers can now choose from more than 650 items. The original trial launched in September with Waitrose saying it had seen strong demand for the service with half of the orders being made by repeat customers. The extended trial is set to continue until the end of November when a decision will be taken on whether to roll-out the service further. The retailer also has its own two-hour home delivery service, Waitrose Rapid, which now has over 37,000 customers. Its full-shop online grocery service now offers over 190,000 weekly slots, compared to 55,000 before the pandemic, with plans underway to increase capacity to 250,000 weekly slots.

Brew Dogs ˜ALD IPA' goes on sale in ALDI

Aldi has revealed that it will be stocking ALD IPA, a beer born out of Twitter banter between the craft brewer BrewDog and the supermarket chain. The eponymous beer was first created as a joke tweet after shoppers commented on the resemblance between Aldi's Anti-Establishment beer and BrewDog's popular Punk IPA.[embed]

We would have gone with ALD IPA, send us a crate and we'll talk? https://t.co/seFaTVmRlv

” Aldi Stores UK (@AldiUK) August 20, 2020

embed] BrewDog initially suggested it would create 'Yaldi IPA' in a mocking social media post. However, the supermarket, which is known for its ˜Like brands' approach, responded with: ˜We would have gone with ALD IPA, send us a crate and we'll talk¦' The crate must have done the trick, because just two months on, what started as a spoof brand will now be sold exclusively in Aldi stores. The ALD IPA will be available as a special buy from this week and is BrewDog's first exclusive creation for a supermarket. A 4.7% session IPA, it is based on BrewDog's Hop Fiction recipe and will cost just £1.39 per can. Those Brew Dog's really do know how to market.

Want to find out how Vertex can help you?

Get in touch with one of our consultants today!
Get In Touch

Latest Updates

View All