Budweiser has announced the launch of its limited-edition FIFA World Cup packs which will be available in all retailers and convenience stores across the UK.
The limited-edition packs can be found across all Budweiser products and will feature the World Cup trophy and a scan-to-win mechanic, where shoppers can be in for chance of winning FIFA World Cup tickets as well as Budweiser merchandise.
The beer brand has been the official beverage of the FIFA World Cup for 36 years, and the primary sponsor of the England Men’s team since 2018.
Celebrating the partnership, the brand has designed the packs to give back to consumers, drive beer sales and build hype for the upcoming FIFA World Cup.
Major sporting tournaments present a huge opportunity for retailers. The 2018 World Cup saw an 18% increase in sales in the beer category than average for the year, equating to 1.4m shoppers.
“Despite there still being two months to go until this first match of the FIFA World Cup tournament, excitement is already high, especially following the success of the Lionesses in the summer, so retailers need to start looking at their in-store promotions now,” off-trade sales director at Budweiser Brewing Group, Mark Wingfield-Digby said.
“At Budweiser, we’re big believers in the power of football to bring people together which is why we’re excited to launch our new limited-edition packs which will help shoppers get behind the team throughout the tournament.
“We’re proud to be the first-ever brand that’s the official sponsor of both the FIFA World Cup 2022™ and the England Men’s Football team and will be activating our biggest ever campaign and working closely with customers to boost sales, so watch this space.”
