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Heineken named ‘best supplier’ in on-trade report
Heineken has been identified as the leading drinks supplier to British pubs and bars, according to a new report.
The beer, cider and pub company recently achieved the highest score of 65 in 2024’s Advantage Report Voice of the Customer, showing that it was significantly outperforming its competitors, with a score of 19 marking the average for the 26 participating suppliers included.
Respondents in the 2024 Advantage Report Voice of the Customer program included leading national pub groups including: Stonegate, Greene King, Fuller Smith & Turner and Admiral Taverns. However, according to its ratings, Heineken’s UK arm still demonstrated market leadership amongst the highly competitive group of suppliers.
Speaking about the accolade, Heineken UK on-trade director Will Rice said, “We have invested significant time and energy to understand the needs of pub operators, both large and small, and how we can better support them, so being recognised in this way is a massive testament to our efforts.”
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Rice explained: “This is a hugely tough time for the sector, so although we’re delighted with the results of this year’s Advantage Report, we will utilise this insight to further support UK pubs, bars and restaurants to grow their businesses in 2025 and beyond.”
Advantage Group UK and Ireland’s managing director Andrew Johnston noted how the report “saw over 100 on-trade customers take the opportunity to provide feedback on their suppliers’ engagement with their businesses” and agreed that Heineken was, according to the on-trade customers, “the best supplier to do business with” and highlighted how the channel is “one of our most competitive” which means that for the business “to achieve best-in-class is a credit to Heineken’s breadth of business capability across their go-to-market proposition”.
The Advantage Report has always, historically, set out to give clients “a benchmarked view of performance as rated by their business partners” and also a means of giving back to the sector by “providing them with valuable data regarding their business relationships’ strengths, weaknesses and opportunities”.
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