- Carling launches 12 limited-edition can designs celebrating great moments from the Emirates FA Cup and Adobe Women’s FA Cup
- The campaign builds on the brand’s position as the lager consumers most commonly associate with football
Carling, the UK’s leading core lager brand, is helping retailers tap into excitement around the Emirates FA Cup and Adobe Women’s FA Cup with the creation of 12 new limited-edition can designs across its 4x440ml, 10x440ml and 18x440ml multipacks.
Inspired by iconic moments from both competitions, the designs include a full "Starting XI" line-up and the famous Emirates FA Cup trophy. Each can is designed to be collectible, and every pack features a QR code linking shoppers to an interactive Carling webpage where they can watch clips of the iconic football moments depicted on their can.
The campaign aims to help retailers maximise sales around major sporting events. Carling research shows that around half (55 per cent) of UK adults are interested in watching the FA Cup finals, while Kantar data indicates that major football fixtures – including final-style events – deliver an average 13 per cent uplift in UK grocery beer sales on match days.
Limited-edition packs have consistently proven to drive strong engagement in the off-trade. Carling’s 2025 FA Cup on-pack promotion saw a 45.6 per cent uplift in sales during the promotional period, and its 2023 campaign delivered a 68.9 per cent uplift.
To further support the channel, Carling is offering convenience retailers the chance to win tickets to the Emirates FA Cup Finals at Wembley Stadium through purchase incentives at selected wholesalers and franchised partners, including Spar, Co-op Wholesale, Bestway and Unitas.
“The Emirates FA Cup and the Adobe Women’s FA Cup are two of the biggest moments in the football calendar, bringing fans together across the country," said Ryan McLaughlin, Brand Director for Carling at Molson Coors Beverage Company. "That creates a huge opportunity for retailers to tap into the excitement and drive sales around the occasion.
“As the Official Beer Partner of the Emirates FA Cup and Adobe Women's FA Cup, we're proud to bring that magic into stores through this campaign. Major sporting events represent a significant opportunity for retail, and Carling's promotional multipacks help retailers capitalise on the moment – tapping into shoppers' excitement and making their stores the go-to destination for fans stocking up ahead of the big matches."
The campaign will be supported by activity across Carling’s social channels, in-store activations, the brand’s “Could it be Magic?” podcast, influencer partnerships and collaborations with the FA and club partners.