Tuesday and Wednesday nights set to make a comeback with Heineken® on-pack promotion

14th November 2016

To support the launch of the new UEFA Champions League TV commercial starring José Mourinho last month, Heineken® is introducing a new on-pack promotion highlighting its partnership with UEFA Champions League to the off-trade. From October to March, during the 2016/2017 season, thousands of limited edition Heineken® packs will offer shoppers the chance to win fantastic prizes, including money-can’t-buy access to the exclusive Heineken® and BT Sport Champions Lounge with four friends which features a live link up to the BT Sport studio to chat live with the pundits. There will be a weekly draw between now and 3rd March 2017, with 4,500 people also able to win half price BT Sport subscriptions (new customers only).


With the new season having recently started, this UCL packaging will drive awareness of the sponsorship and give retailers the opportunity to bring the excitement of the tournament to their shoppers. Furthermore, as beer and cider occasions now account for 19.9% of Quiet Nights In, with an average trip spend of £6.40[1], it’s crucial for retailers to make sure their offering includes eye-catching packs such as UCL to appeal to shoppers who are planning to stay in and watch a game.


Craig Clarkson, Off-Trade and Category Director at HEINEKEN, commented: “The UCL limited edition design and unique prizes available for this 2016 / 2017 season will give Heineken® incredible visibility on-shelf. This is a fantastic opportunity to drive mid-week sales, with Tuesday and Wednesday match nights offering retailers the chance to bring the Quiet Night In occasion to life. Retailers need to ensure their chiller is stocked up with plenty of Heineken® limited edition packs for shoppers, who are buying for later that day, to make the most of this UEFA Champions League season.”


The on-pack promotion is featured across 4-pack bottles, 12-pack cans and 12-pack bottles, 4-pack cans and 6-can pack cans, which are available now.


[1] Kantar Worldpanel LinkQ Occasion % data from March & July waves 2016