BIG nights in, especially sports-related big nights in mean beer to many shoppers. It will be important to have the main Scottish market leaders like Tennent’s, Budweiser and Stella Artois of course. But a tournament like Euro 2016 also brings the chance to highlight beers connected to the championship and to the countries taking part.
Carlsberg, the official beer of UEFA Euro 2016, has limited-edition packs for its Carlsberg and Carlsberg Export beers in grocery and impulse channels.
Carlsberg packs mix the brand’s established green livery with the tournament’s official colour scheme of red, blue and white and with images of stadiums, supporters and footballs.
Carlsberg Export has a gold and silver design, with a football boot where the studs are replaced by French landmarks – like the Eiffel Tower and Arc de Triomphe.
Carlsberg is also running an extensive advertising campaign, creating thousands of UEFA Euro 2016 branded retail display units and POS kits, and has an exclusive on-pack offer in the impulse channel, which invites shoppers to enter a Carlsberg Man of the Match competition for a chance to win an all-expenses paid trip to Paris and the opportunity to present a Man of the Match trophy.
• Portugal is one of the top seeded teams at Euro 2016 and Brookfield Drinks, the company behind Kestrel Lager, has recently added the world’s biggest-selling Portuguese beer Super Bock to its portfolio. It has won 32 consecutive gold medals from Monde Selection and is available in a 4 x 330ml pack with an RRP of £5.00 and a suggested promotional price of £4.50.
• McEwan’s reckons quite a few Scots will want to remain patriotic and choose a Scottish brand even though Scotland isn’t at Euro 2016.
Richard Gardner, divisional sales manager, McEwan’s said: “The key factor for retailers is helping their customers know they can enjoy the beer they love, in the comfort of their own home, if they would rather watch Euro 2016 on their own TV instead of going to the pub.”
