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The initiative will kick off in early September and will support retailers with advice on ranging information and merchandising support “designed specifically with the Scottish convenience sector in mind”.
It will be supported by the Tennent’s team, working directly with retailers to “maximise range availability and drive incremental sales opportunities”.
The brand said a tiered system of rewards will be accessible for members who join the scheme, including cash vouchers and free stock, along with ongoing support.
John Steele, head of off-trade at Tennent’s, said: “We want to use our experience as Scotland’s leading drinks brand to further support the Scottish convenience sector, helping them drive the right range that can deliver incremental sales. Scotland has unique purchasing preferences, so having the right range is crucial to delight shoppers and encourage footfall through the door.
“Our new ‘Tennent’s Rewards’ programme will incentivise retailers with information and insight to support making the best decisions for their customers. Since Minimum Unit Pricing (MUP) in Scotland we have seen a significant consumer move into the convenience channel and this scheme further supports our partners.
“With Covid-19, Brexit and the upcoming Scottish deposit return scheme in 2022, Tennent’s Rewards will enable us to further support retailers during these times of change.”
Tennent’s said it holds a 30% share of lager in Scottish impulse stores and the new initiative is designed to “further support and invest in the sector from Scotland’s biggest drink”.
