19th May 2017


Retailers are set to benefit this summer with a highly visible on-pack promotion from Strongbow, offering shoppers the exciting opportunity to win thousands of festival-related prizes, including entry to the Isle of Wight Festival, Kendal Calling or Victorious from now until 13th July.

To celebrate its sponsorship of three of the UK’s top festivals, Strongbow is offering shoppers the chance to ‘Make an Epic Festival Entrance’ with a prize worth up to £10,000 for eight lucky winners who come up with an imaginative way of arriving at any of the three partnered festivals. Other prizes include tents, sleeping bags, Bluetooth speakers, Pac a Macs and mobile phone chargers.

This on-pack promotion will provide retailers with the opportunity to bring the excitement of the festival season to their customers. 77%[1] of shoppers buy beer and cider with a specific occasion in mind, with an average spend of £9.79[2], so stocking eye-catching promotional packs such as these can really drive sales. The summer is a particularly busy selling period for cider, as shoppers look to stock up for summer drinking occasions such as BBQs and social gatherings at home. Retailers should consider dedicating extra shelf space to cider brands over the summer to maximise the increased interest around the category and drive impulse sales.

Toby Lancaster, category and shopper marketing director at HEINEKEN, says: “Cut-through on-pack promotions such as this give retailers the opportunity to drive excitement in the category and encourage shoppers to make the most of the summer events. With many consumers looking to recreate the festival feeling in the comfort of their own homes, these promotional packs are a great way to capture shoppers’ attention. Isle of Wight, Kendal Calling and Victorious are amongst the biggest and most popular festivals taking place this summer and the prizes up for grabs are hugely aspirational for festival-goers, so, retailers should ensure their chiller is stocked up with these limited-edition packs to maximise the summer sales opportunity.”

Strongbow’s on-pack promotion is featured across 10-pack cans in Original, Dark Fruit and Cloudy Apple varieties, as well as across 12-pack cans and 20-pack cans in Strongbow Original. All are available now.

Strongbow is an official sponsor of the Isle of Wight Festival (8th – 11th June), Kendal Calling (27th – 30th July) and Victorious (25th – 27th August).


[1] Kantar Worldpanel LinkQ Occasions & Missions research Mar/Jul/Oct’16 (9k shoppers)

IGD Category Benchmarking Study Aug’16

Kantar Retail Purchase Decision research Jan/Feb’16

[2] Kantar Worldpanel LinkQ Occasion % of trips from March, July, October & December 2016 waves