Tennent's rolls out rewards for Scottish convenience channel

Tennent’s has announced plans to launch a new loyalty scheme for Scottish independent convenience stores and wholesale partners, which will offer a host of benefits and advice.

The new initiative, which will go live early September, will support members of the scheme with advice on ranging information and merchandising support, designed specifically with the Scottish convenience sector in mind.

The initiative will be supported by the Tennent’s team, working directly with member retailers to maximise range availability and drive incremental sales opportunities. A tiered system of incentives and rewards will be accessible for members who join the scheme, including cash vouchers and free stock, along with ongoing support.

The launch of the rewards loyalty scheme comes as Tennent’s seeks to increase investment in to the Scottish off-trade.

With around 30% volume share of lager in Scotland via the impulse channel (Nielsen) this new initiative is designed to further support and invest in the sector.

John Steele, Head of Off-Trade at Tennent’s, said: “We want to use our experience as Scotland’s leading drinks brand to further support the Scottish convenience sector, helping them drive the right range that can deliver incremental sales. Scotland has unique purchasing preferences, so having the right range is crucial to delight shoppers and encourage footfall through the door.

“Our new ‘Tennent’s Rewards’ programme will incentivise retailers with information and insight to support making the best decisions for their customers. Since Minimum Unit Pricing (MUP) in Scotland we have seen a significant consumer move into the convenience channel and this scheme further supports our partners.

“With Covid-19, Brexit and the upcoming Scottish deposit return scheme in 2022, Tennent’s Rewards will enable us to further support retailers during these times of change.”

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