Heineken kicks-off Rugby World Cup sponsorship with new bottles

Heineken beer bottles

Heineken has rolled out a limited-edition range of bottles for the forthcoming Rugby World Cup, which takes place in Japan from 20 September to 2 November.

The new designs are available across Heineken (5%) 4 x 330ml and 12 x 330ml bottle packs. Each feature a different country’s flag, with the entire collection encompassing all 20 participating teams.

The packs are supported by a multi-channel campaign across PR, digital and television. The campaign communicates that, during the Rugby World Cup, everyone can be a fan regardless of their knowledge of the sport.

Heineken Brand Director Nic Casby commented: “Sporting events such as the Rugby World Cup present a massive opportunity for retailers to grow their beer and cider sales even further. As the lead beer sponsor for the tournament, Heineken is naturally best placed to help retailers fulfil this goal and our new limited-edition bottles are just one way we are doing this.

“By creating excitement around the World Cup, as well as helping to promote it in store through eye-catching bottle designs, we aim to give retailers all the tools they need to have a successful Rugby World Cup activation.”