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Planogram data has always been an under-leveraged asset in CPG. For years, it sat in files and systems, used narrowly for compliance checks or static range reviews. But when surfaced in the right way, it becomes a commercial lever - shaping the shelf, winning retailer buy-in, and unlocking category growth.
That’s exactly what Red Bull and Heineken described on the Category Management with dunnhumby podcast. Both brands are using Planogram Publisher to turn shelf data into decisions that drive growth. You can listen to the full episode here, but here are the big takeaways.
Heineken: From Tactical Fixes to Strategic Shelf Impact
Beer and cider is one of the toughest categories in-store. It’s heavily promoted, space-intensive, and fiercely competitive. Heineken needed to show Tesco why certain brands warranted better visibility in order to grow sales and create a better shopper experience.
With Planogram Publisher, they were able to build a compelling case. One fast-growing lager brand was buried mid-shelf, limiting performance. By using planogram data to demonstrate both the space issue and the commercial upside of moving it, Heineken secured better placement, and delivered sales growth for themselves and Tesco.
As Rob Plant, Senior Category Manager at Heineken, put it:
“We showed Tesco, ‘look, we’re not on the bottom shelf here - this is what it’s worth if you move us.’ And when they did, we grew share and sales for both sides.”
But Heineken didn’t stop at individual SKUs. They used the tool to pitch branded bays for Strongbow, creating a more disruptive in-store presence. Instead of speculative proposals, they could show buyers realistic mock-ups, iterate live on Teams calls, and quickly land an agreement.
This shifted their relationship with Tesco from reactive supplier to co-creator of the fixture.
Red Bull: Closing the Availability Gap
Red Bull’s challenge looked different. Despite being the #1 branded SKU in FMCG by units sold, its 250ml can was often missing from shelf. For a category driven by loyalty and impulse, even a single gap meant a lost sale.
Planogram Publisher gave the category team two levers:
- Securing more facings - by clearly showing Tesco which lower-performing SKUs were over-spaced compared to Red Bull’s high unit rate of sale.
- Equipping the field force - by arming reps with live planograms so they could see exactly what the fixture should look like, identify zero-sales stores, and fix compliance gaps on the spot.
Casey Brady, Head of Category for Grocery at Red Bull, explained the shift:
“For the first time, we could get planogram data out to our field reps. They could walk into a store, see what it should look like, and make sure the right number of facings were in place. That was really powerful.”
The result was fewer out-of-stocks, stronger buyer conversations, and a more aligned commercial team internally.
What Both Brands Show
The Heineken and Red Bull stories highlight three consistent outcomes when planogram data is unlocked properly:
- Retailer engagement that sticks - buyers respond faster to visual, data-led proposals than to static decks.
- Operational efficiency - field teams and category managers can cut wasted cycles and get to action quicker.
- Realistic planning - internal teams stop asking for the impossible, because the fixture reality is clear to everyone.
As Rob Plant summed it up:
“It helps us set realistic expectations - for our buyers, but also internally across brand and account teams. Everyone can see the same picture.”
And for Casey Brady, the competitive edge is just as much about credibility as execution:
“Planogram Publisher is best-in-class. You’re essentially putting Tesco’s fixture in front of Tesco’s buyers - but with all the right data to hand.”
The Bottom Line
Planogram data used to be overlooked. Now, with the right software, it’s a driver of category growth, stronger retailer partnerships, and better decision-making inside CPGs.
That’s the shift Red Bull and Heineken are making, and why more brands are starting to treat planogram data not as admin, but as a source of competitive advantage.
You can listen to the full podcast episode here to dive deeper into their experiences.
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