Heineken is launching limited-edition sports-themed packaging and glassware across its Original and 0.0 varieties to mark the upcoming summer of sport.

The packaging, available until July 2024, marks the brand’s status as the official beer of the UEFA Champions League (UCL) and UEFA Women’s Champions League (UWCL).

This marks the first time Heineken has dedicated a pack design to women’s football. It will appear across mixed packs and single 650ml and 330ml bottles.

There are also limited-edition Heineken 0.0 packs focusing on its exclusive global partnership with Formula 1.

In support of the packaging, the supplier has launched four exclusive glasses marking the UCL, UWCL, F1 and Investec Champions Cup.

Consumers must purchase select limited-edition packs, then select a sports glass of their choice.

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By getting a glass, shoppers can enter the ‘Heineken Champions Sport’ game by scanning a QR code on the glassware box.

If they score high in the game, they will be in with a chance of winning tickets to the finals of each of the sports, alongside Heineken-themed sports merchandise and £2 cashback on their next Heineken or Heineken 0.0 12-pack purchase.

Alexander Wilson, category and commercial director at Heineken UK, said: “We know 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.

“The Heineken x UEFA packs are sure to deliver massive stand out on shelf. The packaging, and the gift with purchase offer of commemorative glassware, alongside the chance to win finals tickets, will help drive sales of Heineken in store, tapping into those key sales moments. F1 has skyrocketed in popularity in recent years among Gen Z, so we’re certain the Heineken 0.0 X F1 packs will in particular resonate with this demographic.”

The supplier will support the packs and glassware with in-store PoS and a digital and out-of-home campaign throughout May and June 2024.

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