Source: Heineken

The fixtures are the result of a £200k investment from the brewer

Sainsbury’s has kicked off a trial of Heineken-branded low & no fixtures in 30 stores across the UK.

The fixtures are the result of a £200k investment from the brewer, and feature chilled fridges and digital TV screens with Heineken brand messaging.

However they also feature other brands such as Lucky Saint and Gordon’s.

Heineken and the retailer have also changed the terminology used in-store, moving from ‘zero zones’ to “more positive language” such as ‘no & low alcohol’ and phrases like ‘say yes to alcohol-free’.

In stores featuring the zones, Heineken said sales of low and non-alcoholic beers had grown 17%, with sales doubling compared to 80 similar-sized control stores.

“One of the most frequently asked questions of our store colleagues was around the location of our low & no areas in store,” said Sainsbury’s head of buying for beer, cider and spirits Will Case.

“It’s still early days, but both sales and ­feedback have been positive. Customers particularly like the chillers and ­digital screens in these bays, which provide ­perfectly chilled product and more information about the low & no category.”

Heineken category & commercial strategy director Al Wilson added the results of the trial had been “really encouraging” and the brewer was “confident that our investment in this category initiative will encourage more shoppers to add low & no-alcohol options to their weekly shop”.