Budweiser is launching a limited-edition FIFA World Cup packaging which will be available in grocery and convenience channels across the UK.
Budweiser has been the official beer of the FIFA World Cup for 36 years and the official sponsor of the England Men’s team since 2018. To celebrate its sponsorship the beer brand will be launching its biggest ever campaign to help retailers excite their customers. The limited-edition packs, which will be available across all Budweiser bottles and cans, will feature the World Cup trophy and a scan-to-win mechanic where shoppers can win FIFA World Cup tickets as well as Budweiser merchandise. Budweiser will also be providing customers with an array of POS and displays that hero the player’s tunnel, bringing consumers on the journey that a player feels before stepping out on the pitch.
Major sporting tournaments present a huge opportunity for retailers. The 2018 World Cup saw an 18 per cent increase in sales in the beer category than average for the year, equating to an additional 1.4m shoppers. With the tournament being held in the winter this year, there’s a unique sales opportunity for the Off-Trade to capture spend, with 70 per cent of consumers planning to watch matches at home with family or friends.
As the official sponsor of the FIFA World Cup and England Men’s Football team, Budweiser has a deep affinity with football. This year, 63 per cent of shoppers plan to purchase Budweiser to drink whilst watching the games. The launch of the limited-edition Budweiser packs enables retailers to tap into consumer excitement through the tournament and drive sales.
