HEINEKEN UK is launching a new on-pack promotion across its iconic Classic Lager brand, Foster’s, as part of its ongoing partnership with the Professional Darts Corporation (PDC). The brand is giving away £180-worth of cash prizes every day between 1st August and 31st October, as well as the chance for shoppers to win tickets to the darts for them and three mates.
Rolling out across select 10x440ml, 12x440ml and 18x440ml multipack cans of Foster’s (3.7% ABV), and 10x440ml multipacks of Foster’s Proper Shandy (3.0% ABV) – the promotion aims to create excitement in the Classic Lager category, helping retailers to engage their shoppers to purchase the ‘Amber Nectar’.
Foster’s became the official beer partner of the Professional Darts Corporation (PDC) in December 2024, marking a major step in the brand’s mission to revitalise the Classic Lager category and reconnect with UK sports culture. Now worth £790m in the Off-Trade[1], Classic Lager remains a crucial segment, with Foster’s owning a 32% share[2] and adding £255m to the Off-Trade last year alone[3]. This partnership puts Foster’s at the heart of one of the nation’s biggest sports, with the World Darts Championship 2024 being the most-watched final on Sky outside of football[4], giving Foster’s a unique platform to engage fans. The new on-pack promotion offers retailers a strong opportunity to excite existing Classic Lager shoppers and bring new drinkers into the category.
To enter, shoppers simply purchase a promotional pack of Foster’s or Foster’s Proper Shandy and scan the QR code on one of the cans. After submitting their name, date of birth, phone number, and the fivedigit can code, they’ll take part in a fun digital darts game for a chance to win. Daily prizes include £180, while one lucky winner will receive four tickets to the iconic World Darts Championship at Alexandra Palace, London.
Zach Jordan, Senior Brand Manager at HEINEKEN UK, comments: “We’ve worked hard over the past year to solidify Foster’s position in Classic Lager – a segment that remains essential for so many retailers across the country, even as the Total Beer category shifts towards premiumisation. We were buzzing to reveal our partnership with the PDC last year, and this latest activation shows how we’re continuing to lead the way when it comes to attracting shoppers’ attention in Classic Lager – giving fans the chance to win £180 daily and darts tickets. It’s fun, engaging, and designed to drive real impact in store.”
Earlier this year, Foster’s introduced a new bonza rebrand for Foster’s and Foster’s Proper Shandy, celebrating its Aussie heritage while reinforcing its status in the category. With refreshed packaging, strong Off-Trade performance, and a major darts sponsorship with the PDC, the rebrand positions Foster’s as a distinctive and confident choice to boost sales across all channels.
Retailers can find out more about Foster’s and how to maximise their beer category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.
1 Nielsen Full Year 2024 – Total Coverage
2 Nielsen Full Year 2024 – Total Coverage
3 Nielsen Full Year 2024 – Total Coverage
4 Sky sports news 05/01/2024
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