Carling has created 12 limited-edition can designs across its 4x440ml, 10x440ml and 18x440ml multipacks to help retailers drive sales around the Emirates FA Cup and Adobe Women’s FA Cup.
Inspired by iconic moments from both competitions, the designs include a full ‘Starting XI’ line-up and the Emirates FA Cup trophy. Each can is intended to be collectible, with every pack carrying a QR code that links shoppers to an interactive Carling webpage featuring clips of the football moments shown on their can.
Carling is backing the activity with its own research, which suggests 55% of UK adults are interested in watching the FA Cup finals. The brand also points to Kantar data indicating that major football fixtures, including final-style events, deliver an average 13% uplift in UK grocery beer sales on match days.
Carling said limited-edition packs have previously delivered strong off-trade engagement, citing a 45.6% uplift during its 2025 FA Cup on-pack promotion and a 68.9% uplift from its 2023 campaign.
To further support convenience retailers, Carling is also offering 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 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.
