- Heineken®, the official partner of the UEFA EURO 2020 tournament has launched a limited edition range of bottles set to hit shelves in April 2021
- The #1 beer for sporting occasions1 will be running an on-pack promotion from 1st April to 29th June offering consumers the chance to win match tickets
- The launch will be supported by an extensive multi-million multi-channel campaign across PR, digital and TV
Heineken®, the official partner of the UEFA Euro 2020, is set to be star of the match this football season with the launch of its latest limited edition range of bottles. Landing on shelves in April 2021, the new range will be available in multiple formats across Heineken® (5%) and Heineken 0.0.
Taking centre-stage as the beer of choice for the tournament, Heineken®’s new range of bottles will each feature a different country’s flag, with the entire collection encompassing all of the qualifying teams. Aiming to bring fans from across the world into the spirit of the tournament, Heineken®, the fastest growing Mainstream Premium Lager brand2 , will be a must stock for retailers over the season due to its synonymity with the sporting world.
Driving the partnership further, the #1 beer for sporting occasions3 will also be kicking off a unique competition for consumers to win match tickets to UEFA EURO 2020 or an Official Adidas® match ball if the tournament is disrupted. Running from 1st April to 29th June, all consumers have to do to take part is visit www.heineken.com/wineuro2020 and enter the code found on the packaging to instantly find out if they have won.
The UEFA European Football Championship’s come around just once every four years and with the tournament taking place a year later due to Covid, sales during and leading up to the event are set to be significant. With 1 in 4 Europeans following the tournament and over 25 million viewers, the event is a guaranteed sales driver for retailers and Heineken®’s new range and competition will help retailers capitalise on this rise in demand.
Supporting the limited edition packs in store will be an extensive multi-million multi-channel campaign across PR, digital and TV, focusing on the friendly rivalry that the UEFA EURO 2020 tournament creates. This extensive investment behind ATL will ensure the brand is absolutely unmissable during the tournament.
Matt Saltzstein, Beer Brand Unit Director, comments: “Sporting events such as UEFA EURO 2020 present a massive opportunity for retailers to grow their beer sales further. As a global partner of the championship, Heineken® is naturally best placed to help retailers fulfil this goal and our new limited edition bottles and on-pack promotions are just two ways we are doing this. By creating excitement around the tournament, as well as helping to promote it in store through eye-catching bottle designs, we aim to give retailers all the tools they need to have a successful UEFA EURO 2020 activation.”
The Mainstream Premium Beer category is currently experiencing 28% growth and is worth a huge £2,055m to the total off-trade. Heineken® (5%) in particular sits at 65% growth, with a total worth of £218m, and Heineken 0.0 is the #1 Low & No Alcohol Beer4 .
The on-pack promotion will be available across the following packs:
1 Toluna survey October 2020, 1200 respondents, 18-64 beer drinkers
2 Nielsen ScanTrack, Sales Value MAT, Total Coverage, 27.03.2021
3 Toluna survey October 2020, 1200 respondents, 18-64 beer drinkers
4 Nielsen ScanTrack, Sales Value MAT, Total Coverage, 27.03.2021