News broke yesterday that Tesco is now stocking 22 products from the Dutch brewer’s beer and cider portfolio, down from 53 at the beginning of the year.
A number of Heineken beer brands – including Amstel, Birra Moretti, Sol, Tiger Beer and Kingfisher – have been axed entirely from Tesco shelves, while many others have seen their ranges cut to just one or two.
Continued focus on growing customers’ businesses
However, a spokesman for Heineken confirmed the move would not affect its commercial support for the on-trade.
The spokesman said: "Our commercial relationship with Tesco has no impact on our on-trade business, or brand availability to pub customers.
“Nor will it affect our commercial support for the on-trade where we focus daily on growing our customers' businesses with them.
“We will also continue to roll out innovative and exciting new beers and ciders, as we have done over the past few weeks; with a massive new Foster's refresh, Heineken 0.0, Bulmers variants and a new super premium Desperados Dos all coming into trade in the coming weeks.”
‘Project Reset’
The reduction has come as part of the supermarket’s second phase of its ‘Project Reset’ programme, which started last summer.
According to The Grocer, unlike the previous reset, this review was convenience-focused and saw Tesco increase the number of craft beers and lagers in its 402 Tesco Express stores from two to 30 brews before Christmas, while ripping out conventional and mainstream variants.