The partnerships, negotiated using Heineken UK’s buying power, will give lessees who opt into the scheme the opportunity to receive on-site training, pub specific stocking recommendations and promotional support in addition to highly competitive prices they would be unlikely to secure as individuals.
Star Pubs & Bars became free of tie on wines and spirits in 2009 but said it had been looking at ways to strengthen the support it provides to lessees in this category.
Under the arrangement, lessees who take up the deal will liaise directly with either ViVAS or Classic Drinks.
“Wine and spirits are a substantial part of a pub’s income and we wanted to link up with suppliers with the expertise, capability and commitment to help our lessees grow their sales,” Chris Jowsey, Star Pubs & Bars trading director.
“Classic Drinks have qualified wines and spirits specialists who understand this segment of our pub estate and are ideally placed to help lessees maximise value. ViVAS offers a fantastic wine selection and support such as wine tasting, food matching and creation of bespoke wine lists which will enable lessees focusing on food to compete with the best in the pub industry.”
The move is part of a wider strategy by the leased pub company to partner with category leaders to deliver top quality products and services for lessees. Star Pubs & Bars recently teamed up with Nescafe for coffee and 3663 for food.