GROW THE PUB
Since 2014, Real Nation have worked with Heineken Ireland to contribute to the long-term growth of the pub in Ireland through an innovative trade marketing campaign, the ‘Grow the Pub’ programme.
In order to achieve strategic objectives, Real Nation created and developed a range of digital tools including ‘HeinekenTraining.ie’, an eLearning platform for publicans and bar staff nationwide, and the ‘Pub Positioning Tool’, which is a self-assessment marketing questionnaire for publicans to gain greater insight into their market positioning.
In addition, Real Nation manages a nationwide mystery shopper programme, the Pub Quality Programme, which allows publicans to gain an even deeper understanding of what their consumers see when they enter their premises.
The large adoption of the ‘Grow the Pub’ programme tools by its target audience has ensured that since 2014 growth has been seen both in the pub and for Heineken Ireland. Alongside achieving growth and increased sales, this long-term campaign has enabled Heineken Ireland’s customers – the publican – to achieve a better product delivery for consumers whilst also enhancing both standards and quality in the Pub environment.