Key summary
- on-pack promo unites Foster’s and the UK’s Professional Darts Corporation
- Prizes every day from tomorrow until end of October
- Rolling out across multipacks of Foster’s Lager and Proper Shandy
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 1 August and 31 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 per cent ABV), and 10x440ml multipacks of Foster’s Proper Shandy (3.0 per cent 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, Classic Lager remains a crucial segment, with Foster’s owning a 32 per cent share and adding £255m to the Off-Trade last year alone. 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, 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 five-digit 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 World Darts Championship at Alexandra Palace, London.
“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,” said Zach Jordan, Senior Brand Manager at HEINEKEN UK. “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.
Participating SKUs:
Foster’s Lager 10x440ml
Foster’s Lager 12x440ml
Foster’s Lager 18x440ml
Foster’s Proper Shandy 10x440ml
TERMS AND CONDITIONS
Promoter: Heineken UK Limited, 6 St Andrews Square, Edinburgh, EH2 2BD. Full Ts&Cs at fosters.co.uk/win-darts-tickets. UK, CI & IOM residents aged 18+. Mobile and internet access required. Buy a promotional pack of Foster’s or Foster’s Shandy (subject to availability) after 9am on 01.08.25 - 31.10.25. Scan QR Code, enter name, DOB, email, mobile number & 5-digit serial number from base of can & tap the 3 digital darts to enter. Max one entry per person, per day. Max one prize/type per person. Daily prize of £180 cash and 3 monthly prize draws of 4 World Darts Championship tickets, Alexandra Palace, London, see full Ts&Cs for date. There will be 1 additional draw for £180 cash on 31.03.26.