Heineken UK has partnered with tech consultancy AND Digital to launch HeiDeal – a new data-driven platform that they said will transform how the brewery’s UK sales teams build valuable contracts, providing customers with a “smoother experience and more tailored deals”.

HeiDeal models multiple deal scenarios that optimise margin, profitability and product mix. It will make it simpler for Heineken UK’s teams to supply pubs and venues with market-leading, competitively priced Heineken UK products.

The partnership with AND Digital has been key to this, they said, with AND Digital being fully embedded within Heineken UK’s teams over the past 18 months to deliver a programme of digital transformation including digital upskilling, workshops, and training.

Breno Gentil, Senior Director of Digital and Technology, Europe at Heineken N.V., said: “Working in true partnership with AND Digital has enabled us to upskill and train our own staff and embrace digital transformation together, benefiting everyone at Heineken UK.

“The partnership and strength of tech talent shows why the UK is a great home for international companies like ours.

“The launch of HeiDeal sees us raise the bar again, with a continued focus on our customers and enabling long-term growth through digital transformation”

Nejat Erguven, Director of Digital and Technology, at Heineken UK , added: “Working with AND Digital to launch HeiDeal is another step forwards in creating a “digital backbone” for Heineken UK – our plan for creating a robust technology framework and future-proofing our global business”.

Will Rice, On Trade Director at Heineken UK said: “As we continue our journey to become the world’s most connected brewer, the launch of HeiDeal represents a significant milestone for us. By streamlining the way we create deals in the On Trade we can offer unrivalled, tailor made insight to optimise commercial agreements for our customers.

“This innovative platform exemplifies our commitment to leveraging digital transformation to enhance customer experiences. Our partnership with AND Digital has been instrumental in this achievement, and together, we are paving the way for a more connected future.”

Fiona Burton, Club Executive at AND Digital, added: “Data and digital skills development sit at the heart of our business, and our partnership with Heineken UK  demonstrates why these two strands are so important.

“Enabling quicker and easier deals is key to making supply chains more efficient and profitable, and delivering better product experiences for our clients’ customers. The team at AND Digital takes pride in building technology applications and experiences for our customers, while equipping their team members to be able to deliver long-term value from it.