Heineken has launched limited-edition sport packaging and glassware across its Original and 0.0 variants to celebrate the upcoming summer of sport, available to convenience retailers from now until July 2024.
Limited-edition UEFA-themed packaging and glassware are available across all Heineken Original packs. The packaging celebrates the brand’s sponsorship of both the UEFA Champions League (UCL), UEFA Women’s Champions League (UWCL) and features the trophies of both tournaments. 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.
In addition, limited-edition racing-themed Heineken 0.0 x F1 packs focus on the brand’s global partnership with F1 and will have petrolheads racing to grab a free glass.
Rugby fans are also catered for, with Investec Champions Cup glassware available.
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 choose a sports glass to take home: UCL, UWCL, F1 or Investec Champions Cup.
To support the launch of the limited-edition packs and glassware, Heineken has invested in sports-led in-store POS materials, alongside a major campaign across out-of-home and digital scheduled in May and June 2024 in the run-up to the finals.
With each glass, consumers will also be able to enter the ‘Heineken Champions Sport’ game, with the chance to win 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.
Alexander Wilson, Category and Commercial Director at Heineken UK, commented: “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. 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!”
