Heineken has launched a new on-pack promotion for Foster’s, offering £180 in daily cash prizes from 1 August to 31 October, plus the chance to win four tickets to the World Darts Championship.
The promotion appears on select 10x440ml, 12x440ml and 18x440ml multipacks of Foster’s (3.7% ABV) and 10x440ml packs of Foster’s Proper Shandy (3.0% ABV). It’s designed to boost interest in the classic lager category and drive sales of the ‘amber nectar’.
To enter, shoppers scan the QR code on a promotional can, submit their details and the five-digit can code, then play a digital darts game.
Foster’s became the official beer partner of the Professional Darts Corporation in December 2024. The brand holds a 32% share of the £790m off-trade classic lager segment and added £255m in value last year. The World Darts Championship was the most-watched final on Sky outside of football.
Earlier this year, Foster’s unveiled a rebrand celebrating its Aussie heritage, with refreshed packaging and a renewed focus on off-trade performance.
Retailers can learn more at starretailer.co.uk, Heineken’s loyalty platform offering beer and cider category guidance and rewards for convenience stores.
