Heineken EURO 2020 limited-edition bottles and on-pack promotion

Heineken, the official partner of the UEFA Euro 2020, is launching its latest limited edition range of bottles, on shelves now. The new range will be available in multiple formats across Heineken (5 per cent) and Heineken 0.0.

Heineken’s new range of bottles will each feature a different country’s flag, with the collection encompassing all of the qualifying teams. Aiming to bring fans from across the world into the spirit of the tournament, Heineken will be a must stock for retailers over the season due to its brand identity with the sporting world.

Driving the partnership further, the beer 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 until 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 comes 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 one in four Europeans following the tournament – 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.

“Sporting events such as UEFA EURO 2020 present a massive opportunity for retailers to grow their beer sales further,” said Matt Saltzstein, Beer Brand Unit Director. “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.”

The Mainstream Premium Beer category is currently experiencing 28 per cent growth and is worth a huge £2,055m to the total off-trade. Heineken (5%) in particular sits at 65 per cent growth, with a total worth of £218m, and Heineken 0.0 is the #1 Low & No Alcohol Beer.
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The on-pack promotion will be available across the following packs:

6x330ml cans
10x440ml cans
15x440ml cans
4x330ml bottles
12x330ml bottles
20x250ml bottles

Heineken® 0.0:

4x330ml bottles
12x330ml bottles