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A WINNING LINE-UP: HEINEKEN KICKS OFF ITS RUGBY WORLD CUP SPONSORSHIP WITH NEW LIMITED EDITION BOTTLES

31 August 2019

Touching down on shelves in August 2019, Heineken has scored a try with its latest limited edition range of Rugby World Cup bottles. Putting its best team forward, the new range will be available in Heineken (5%) 4x330ml and 12x330ml bottle packs.

A global partner of the Rugby World Cup, Heineken’s new range of bottles will each feature a different country’s flag, with the entire collection encompassing all of the qualifying teams. Aiming to bring fans from across the world into the spirit of the game, Heineken will be taking the man of the match title as the beer of choice for the tournament.

With over half[1] of beer and cider value sales sold over key seasonal periods, there is ample opportunity for retailers to capitalise on the Sports & Seasons driver. The biggest rugby tournament on earth and the biggest sporting event of the year, the Rugby World Cup comes around just once every four years and receives a total of 20million UK viewers. With this in mind, sales during and leading up to the event are set to be significant, with customers stocking up for the sporting occasion.

Supporting the limited edition packs in store will be an extensive multi-channel campaign across PR, digital and television, focusing on the messaging that during the Rugby World Cup, everyone can be a fan regardless of their knowledge of the sport.

Nic Casby, Brand Director, comments: “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.” 

The Mainstream Premium Lager category is currently experiencing 25% growth and is worth a huge 289m to the total off-trade[2]. Heineken (5%) in particular sits at 64% growth, with a total worth of £115m[3].


[1] Nielsen Scantrack Total Off-Trade

[2] Nielsen Sales Value Total Coverage MAT Data to 08.06.19

[3] Nielsen Sales Value Total Coverage MAT Data to 08.06.19

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