Heineken kicks off sporting summer with limited-edition packaging, glassware

Heineken is launching limited-edition sport packaging and glassware across its Heineken Original and 0.0 variants to celebrate the upcoming summer of sport, available to wholesale and convenience retailers now until July 2024.

2024 is set to be a massive year for sport, and as the official beer sponsor of the UEFA Champions League (UCL), UEFA Women’s Champions League (UWCL), Investec Champions Cup and Formula 1 Qatar Airways British Grand Prix, Heineken is set to bring consumers closer to the action through a whirlwind of exhilarating activations.

Limited-edition UEFA-themed packaging and glassware are available across all Heineken Original packs. The packaging celebrates the brand’s unique sponsorship of both the UCL and UWCL and will feature the trophies of both tournaments this spring and summer. It also marks the first time Heineken has dedicated a bottle design to women’s football, which will appear alongside the men’s UCL bottles in mixed packs, as well as across single 650ml and 330ml bottles. Also available across can formats, the limited-edition packaging features a dual-facing design of both the UCL and UWCL trophies on either side of the can – creating increased stand-out on shelf from every angle. In addition, limited-edition racing-themed Heineken 0.0 x F1 packs focus on the brand’s exclusive global partnership with F1.

The activation will be supported by in-store PoS materials designed to drive consumers to the fixture, with four exclusive glasses for consumers to collect: UCL, UWCL, F1 and Investec Champions Cup. A glassware giveaway mechanic will also drive purchase incentive. To get their hands on the limited-edition glassware, consumers must purchase select packs of the limited-edition Heineken range from a participating outlet, and then select a sports glass of their choice to take home.

With each glass, consumers will also be able to enter the “Heineken Champions Sport” game. To play, consumers simply scan the QR code found on the glassware box. This unlocks an exciting AR sports game commemorated on their glass of choice. Consumers will be challenged to play against the clock and score high in the game to be in with a chance of winning tickets to the finals of each of the sports, alongside Heineken-themed sport merchandise, and £2 cashback on their next Heineken Original or Heineken 0.0 12-pack purchase.

The glassware promotions are available now across Co-op, Nisa, Bestway and One Stop as well as participating convenience stores. Limited edition bottles, cans and packs are available across all Heineken stockists in the UK.

“We know that sport drives sales in retail as there are more people buying and spending more in the run up and during key moments in the sporting calendar,” said Alexander Wilson, Category and Commercial Director. “Heineken is the number one beer brand associated with sport in the UK – so retailers ought to capitalise on the moment and stock this in their fridge in the road to the final!

“The Heineken x UEFA packs are sure to deliver massive stand out on shelf. The packaging, and the gift with purchase offer of commemorative glassware, alongside the chance to win finals tickets, will help drive sales of Heineken® in store, tapping into those key sales moments. F1 has skyrocketed in popularity in recent years among Gen Z, so we’re certain the Heineken 0.0 X F1 packs will in particular resonate with this demographic.”

To support the launch of the limited-edition packs and glassware, Heineken is investing in sports-led instore PoS materials, alongside a big campaign across out-of-home and digital scheduled in May and June 2024 in the run up to the finals.