Molson Coors has launched a barbecue-themed ‘BBQ like an expert’ on-pack promotion and campaign for Staropramen beer, in partnership with chef Heston Blumenthal.

The lager brand has partnered with Blumenthal’s Everdure by Heston Blumental BBQ range to offer shoppers the chance to win an Everdure by Heston Blumenthal 4K BBQ, as well as Staropramen-branded accessories and supplies.

Molson Coors launches alcohol-free Staropramen 0.0%

Promotional packs with QR codes for shoppers to scan to enter will be available from 1 May until 30 June.

The campaign builds on Staropramen’s 11% value sales growth in 2022, following multimillion-pound investment including its biggest-ever marketing campaign, ‘Brewed by experts, for experts’.

Molson Coors will support the campaign with digital advertising, paid social media activity and in-store PoS.

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