See how Heineken's expertise helped an industry veteran leverage the Star Retailer scheme to significantly increase Beer and Cider in the face of challenging retail conditions.

Justin, MJ's Store, Royton




"If you don't change, you stand still. So to have a big company like Heineken on hand to help is a real advantage."
Justin Whittaker, storeowner and Star Retailer member.

Getting practical help every six weeks from a Star Retailer visit means storeowner Justin Whitaker not only receives tailored category advice, but he also gets the latest point-of-sales items like shelf-edge cards and free-standing display units to help boost awareness and sales too.

"All of this has helped improve sales over the years."

A Star Retailer member for 5 years-and in the trade for well over 30- we worked in partnership with Justin to improve his beer and cider sales which in turn improved sales within his shop generally. And of course, as with all our Star Retailer members, we encourage him to understand what customers want and the different reasons they shop at convenience stores, so he can continuously adapt to meet all of his shoppers' changing needs. 

The Benefits


12%* Beer & Cider sales uplift- worth on average an extra £6k per year with our expert category and merchandising advice. 


Create eye-catching and more profitable displays with our free point-of-sale materials. 


Get only the best one-to-one advice and support from our Field Sales Executives. 


You don't just reap the benefits of more sales, we reward you too. And as you move towards Gold status the rewards get better and better. 

"With the Star Retailer scheme, you are constantly getting advice and having discussions with your Star Retailer Representative around current trends, which has resulted in changes being made and an increase in sales in store."

Bruce, Spar, Swindon

*Heineken EPOS research

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