A passionate journalist with about a decade of experience, Pooja has developed a strong hold on the UK grocery retail sector. From exploring legislative changes, supply chain shifts, consumer buying habits, trends to retail crime, her work is driven by a deep belief in investigating, finding the truth and telling authentic unbiased stories.
Be it convenience pathbreakers, wholesale trendsetters or Post Office Horizon scandal victims, Pooja has an equal flair for deciphering industries as well as human complexities. At Asian Trader, she aims to bridge the gap between policy, trade, and the shop floor, always keeping a finger on the pulse of what matters most to retailers.
HEINEKEN UK is revamping its acclaimed loyalty programme, Star Retailer, by introducing a new participation and rewards framework for convenience retailers, as well as a redesigned website.
In the UK convenience channel, the beer and cider categories are worth £1.3bn and £372m, respectively , with HEINEKEN UK owning 24.5 per cent of total impulse.
With many of the biggest brands forming a part of HEINEKEN UK’s leading portfolio, Star Retailer aims to help retailers maximise the opportunity by providing category advice tailored to convenience stores, encouraging the development of a profitable and trending beer and cider range and offering rewards which increase based on their level of participation.
The new iteration of the loyalty scheme will provide three reward levels – Star Retailer, Star Plus and Star Platinum.
Retailers will unlock a tiered set of exclusive benefits and cash incentives, up to £100 per bimonthly cycle, starting in April 2025.
By stocking and promoting HEINEKEN UK’s wide range of beer and cider brands – including their no- and low-alcohol alternatives – such as Heineken, Heineken 0.0, Foster’s, Desperados, John Smith’s, Birra Moretti, Cruzcampo, Strongbow, Inch’s Cider and Old Mout, retailers will be able to unlock their desired level, with additional guidance from their Field Sales Executive.
Retailers can claim the rewards either through their wholesaler account, or through newly launched digital vouchers redeemable through PayPoint.
Vouchers accessed via PayPoint will be emailed as a barcode, which participants will be able to scan at any PayPoint unit. Through this, retailers will be able to claim rewards as cash, offering a streamlined solution for redeeming rewards and boosting sales.
The newly reimagined Star Retailer website – www.starretailer.co.uk – not only has a new look and feel, but will also act as a gateway for information for convenience retailers looking to access key resources and support tools to help boost visibility and drive their beer and cider sales.
Operating for over 14 years, HEINEKEN UK’s Star Retailer programme has collaborated with 18,000+ stores, helping retailers drive significant revenue. Boosting category sales by over 13 per cent, on average, stores in the scheme see an additional £11,000 in beer and cider sales each year.
Sarah Romain, National Field Sales Manager – Off Trade, at HEINEKEN UK, comments, "We are thrilled to relaunch our Star Retailer scheme with a fresh approach that reflects the evolving needs of convenience retailers.
"We’ve worked closely with our retailer partners to redesign the programme, ensuring it provides valuable, tailored support to help them grow their beer and cider sales.
“2025 is set to be a huge year for beer and cider in convenience. Retailers have an excellent opportunity to grow sales by stocking up on bestselling and much-loved brands which align with the trends we’re seeing in the market – including the growth of moderation, and consumers’ increased interest in discovering new drinks, with depth.
"The range of products under each tier of the Star Retailer scheme offer just that. Along with new rewards, exclusive benefits, and an easy-to-use website, we’re proud to invest in helping our retail partners demonstrate excellence in beer and cider retailing for this year and beyond.”
Participating stores will need to provide an email address, to share updates, offers, and process rewards. RTM ID will also be required, to transfer rewards funds, and enroll retailers onto the scheme.
The Star Retailer scheme is open to both new and existing HEINEKEN UK customers, with no initial cost to join. Retailers can apply online via www.starretailer.co.uk.
CÎROC Super-Premium Vodka has unveiled a brand-new limited edition spirit drink: CÎROC Strawberry Limonade. The launch marks the brand’s first coloured liquid, giving consumers a taste of the sun-kissed coastline of the French Riviera.
Launching just in time for summer, CÎROC Strawberry Limonade is the perfect luxury drink for after work drinks, picnics, or just relaxing at home with friends. Strawberry and lemon flavoured variants have high purchase intent among spirit drinkers, with this latest launch giving retailers the opportunity to drive more volume in the category.
“We’re constantly looking to redefine the luxury drinking experience and elevate the premium spirits category through flavour,” said Pippa Lewis, Senior Brand Manager at CÎROC Vodka.
“I’m delighted to launch CÎROC’s first coloured liquid, a shade of pink that mirrors the hues of a Riviera sunset – reminiscent of sun, beaches and lively soirées that define the Riviera experience. A delicious tasting spirit made with vodka distilled five times from fine French grapes infused with strawberry, lemon and other natural flavours, CÎROC Strawberry Limonade can complement any occasion.”
This launch will be supported with Social and Digital OOH media from April to September. To further amplify the launch, there will be terrace takeovers and cultural partnerships, to encapsulate the spirits of the French Riviera and celebrate the beauty of the South of France.
CÎROC Strawberry Limonade is available to order now, with official launch as of April 1 across grocery, wholesale and digital channels in a 70cl bottle at 30 per cent ABV. (£35.50 MRSP)
Wray & Nephew today (20) unveiled Wray’s 43, a limited-release white rum crafted for full-flavour, easy-to-mix drinks. It will be available exclusively to convenience retailers via Booker.
Bottled at 43 per cent ABV, Wray’s 43 is a unique blend of unaged Jamaica white rum with notes of rich fruits, charred pineapple, and molasses.
While inspired by the iconic Overproof, Wray’s 43 is not a diluted version but a distinct expression, offering a smooth, naturally sweet profile while retaining the bold character Wray & Nephew is known for.
Considered ‘a fresh way to Wray’, Wray’s 43 is now available exclusively through Booker for convenience store distribution and Amazon for direct consumer purchase (RRP £25).
With its full-bodied character, Wray’s 43 is ideal for long drinks, pairing perfectly with mixers like pineapple juice, ginger ale or coconut water.
The signature serve - Wray’s 43 & Pineapple – combines 25ml of Wray’s 43 topped with pineapple juice and garnished with either fresh pineapple or a lime wedge.
David Morrison, Deputy Master Blender at J. Wray & Nephew, said: “The launch of Wray’s 43 is an exciting new exploration for us. We have listened to our community and are providing rum lovers with a fresh way to experience the tropical flavours of Jamaica rum whilst staying true to the product’s authenticity. Full-flavour guaranteed!”
With 200 years of rich heritage, J. Wray & Nephew has been an intrinsic part of Jamaican culture since its founding in Kingston in 1825.
Wray & Nephew is synonymous with authenticity and craftsmanship, with all Wray & Nephew rums, including Wray’s 43, distilled and bottled in Jamaica, ensuring that every bottle delivers the true spirit of a Jamaica rum.
Rooted in nearly 200 years of Jamaican rum-making tradition, Wray & Nephew is an iconic brand synonymous with the island’s vibrant culture and craftsmanship.
Beyond the bottle, Wray & Nephew is passionate about uplifting and supporting the Black-British community through initiatives such as its Wray Forward programme.
The final stages of the Emirates FA Cup are approaching and Carling is building excitement with the launch of an all-new on-pack promotion, trivia competition and marketing campaign.
From 23 March until 30 June 2025, adults can scan QR codes on promotional multipacks of Carling and enter the code displayed on the inside of the sleeve alongside their details for the chance to win*.
The prizes up for grabs include four seats in the stands at Wembley Stadium for the Emirates FA Cup final and a pre-match Wembley Stadium tour, which includes a one-night stay at a four-star Wembley hotel and travel allowance, as well as Deliveroo vouchers for secondary draw winners.
New this year, shoppers that enter the on-pack promotion will have a second chance to win a one of ten, £20 gift vouchers to spend at selected retailers if they correctly answer an Emirates FA Cup-themed trivia question*.
The promotion is designed to help retailers build up excitement amongst football fans and will run across 4x440ml, 10x440ml, and 18x440ml packs. Priced-marked 4x440ml, and 10x440ml packs will also be available.
In past years, Carling’s on-pack promotions have helped drive sales for retailers, increasing value sales of Carling by 60.8 per cent and 30.6 per cent during promotional periods in 2023 and 2024 respectively.
“Carling is proud to support football at every level – that’s why we’re the lager brand consumers most commonly associate with the beautiful game,” said Lee Willett, Carling Brand Director at Molson Coors Beverage Company.
“This campaign is about celebrating Carling’s football heritage and the history of the world’s oldest national football tournament. In bringing together clubs from across the football pyramid, the Emirates FA Cup creates truly unique sporting moments, and the final stages present a massive opportunity for our customers to drive sales.”
The beer brand, which has been a partner of the Emirates FA Cup and Adobe Women’s FA Cup since 2023, will also be sponsoring talkSPORT’s Emirates FA Cup and UEFA Nations League coverage, with Carling branding featuring prominently on match previews and reviews on talkSPORT Drive.
Carling has moved to strengthen its ties to football in recent years through sponsorship deals with the Football Association of Wales (FAW), Scottish Professional Football League (SPFL) and a host of top clubs including Newcastle, Nottingham Forest and Everton.
Carling is also supporting local football clubs up and down the country through its ongoing Grassroots Goals initiative, in partnership with Umbro, by giving them the opportunity to win prizes including new team kits throughout the course of the year.
*T&Cs: 18+, UK and ROI only (tie-break question for ROI). Scan the QR code on your promotional pack or go to www.carlingpromotions.com/winFAtickets and enter the unique 8-digit code found inside your pack to be entered into the promotion. Main Prize Draw: Prizes: 4x tickets to the Emirates FA Cup Final including a pre-match Wembley stadium tour, on Saturday 17th May 2025 (5x). Each prize includes a 1-night stay at a 4* Wembley hotel (2x twin rooms) and up to £250 travel allowance per winning entrant. Prizes limited to 1 per household. 1 entry per person per day. Entry closes 11:59pm 01/05/2025. Trivia Question Prize Draw: Prizes: £20 / €25 Grocery eGift cards (10x). All entrants who correctly answer a trivia question will be entered into the draw. Wrap Up Draw: Prizes: £50 Deliveroo takeaway vouchers (100x). Trivia and Wrap Up Draws close 11:59pm 30/06/2025. Non-main prize draw winners will automatically be entered into the wrap up draw. Full T&Cs at www.carling.com/terms.
Four Loko, the bold and unconventional RTD brand, has unveiled its latest flavour, Camo Mango.
This new variant of the premium vodka-based RTD combines the refreshing sweetness of ripe mango in a camo-themed can.
“Designed to appeal to consumers seeking more than just a drink, it’s a statement of individuality,” said Clark McIlroy, Managing Director of Four Loko distributor, Red Star Brands. “With its dynamic packaging and daring flavour, Camo Mango reinforces Four Loko’s commitment to delivering disruptive, category-defining RTD experiences.”
To support the launch of Four Loko Camo Mango, a nationwide campaign will feature influencer collaborations, sampling events and exclusive merchandise drops. The campaign will invite consumers to share their boldest Four Loko moments via user-generated content featuring the hashtags #CamoLoko and #PartyInACan, bringing to life the brand’s authentic, bold positioning while driving deeper connections through social engagement.
The striking green, black and orange camouflage-style can underpins Camo Mango’s “Stay Hidden, Stay Bold” theme and has been designed to deliver high on-shelf visibility to help maximise sales and encourage shoppers to the fixture.
“The fact that premium priced RTDs have grown faster than any other segment in the last two years means that there are some great opportunities out there for retailers to capitalise on this popularity,” added McIlroy.
Camo Mango (8.4 per cent ABV) will be available from March in 440ml cans, RSP £3.49, and like the rest of the Four Loko range, is caffeine-free. Its launch brings the total range available to 10 flavours; other variants include Pink Melon, Dark Berry Burst, White, Strawberry Lemonade, Tropical, Blue, Fruit Punch, Gold and Tutti Frutti (all 8.4 per cent ABV).
Leading Prague beer Staropramen has launched a new 10x440ml can ‘Fridge Pack’ in response to rising demand for multi-pack can formats in the world beer category.
The packs will launch in stores nationwide from Monday, 17 March, with the most recent data showing that 30 per cent of shoppers who purchase multi-packs in the world lager category exclusively buy can formats.
The new cans are encased in a new recyclable cardboard sleeve and include an easy-to-carry handle and quick tear-open fold.
The launch will be supported by a new marketing campaign including in-store POS, digital assets and a paid social media programme.
Each 440ml can and outer sleeve will include a scannable QR code, giving consumers access to exclusive Staropramen content as well as the brands website where they can learn more about Staropramen’s heritage and brewing process.
“Shoppers want a pack format that works for them. Adding a mid-size pack to our range enables retailers to provide more choice, making sure their world lager offering has the formats to suit all shopping habits,” Bethan Roberts, assistant brand manager at Staropramen, said.
“Every pack comes with a scannable QR code to give customers access to exclusive Staropramen content and promotions, as well as an insight into the brands heritage and brewing processes.”