Heineken enjoyed sales 3 per cent better than at other retailers in France, following a tie up between the two companies last year, Didier Debrosse, Heineken's Western Europe chief has revealed. Heineken signed an agreement with Carrefour in late 2009 in a bid to improve its image in supermarkets, such as making its display shelves and refrigerated areas more attractive.
"Together with Carrefour, we are trying to grow the beer category, which is beneficial to both the retailer and the supplier," Debrosse told the Wall Street Journal. Heineken's tie-up with Carrefour currently takes in France, Spain, Italy and Belgium.
Debrosse believes that the real fruits of the company's effort will be seen in "two to three years". (14 Jun)
2011 - ESM: European Supermarket Magazine
