Sources have told Campaign that RFIs were submitted last week and agencies are now preparing for chemistry meetings.
The winning agency will be added to Heineken's roster, and current agencies will not be impacted by the review.
Haygarth, the shopper marketing agency part of Rapp, handles some of Heineken’s below-the-line work in the UK. In 2014, the agency announced on Twitter that it was working with the brewer "across the brand portfolio".
Earlier this year in the US, TracyLocke was named Heineken’s agency of record for shopper marketing. At the same time, In Marketing Services was asked to work on channel-driven retail solutions. Geometry Global was the previous incumbent.
In February, Heineken added 101 to its global roster to handle strategy and creative activity without a pitch.
A Heineken spokesman said: "We have a broad RFI out in the market, and are talking to a number of agencies about supporting us in the channel/shopper space.
"It's an exploratory exercise and, if we make an appointment, it would be an addition to our existing roster. It would have no impact on any current agency relationships."