Nationalism and cut-prices from drinks companies for Euro 2000

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Related tags: England national football team, United kingdom, England

Nationalism and cut-price drinks are being promoted as brewers and soft drinks companies seek to cash in on Euro 2000.Coca-Cola Enterprises is...

Nationalism and cut-price drinks are being promoted as brewers and soft drinks companies seek to cash in on Euro 2000.

Coca-Cola Enterprises is launching a national campaign to get people to stand up in pubs, clubs and even their front rooms each time the England team walks out onto the pitch.

Spokesman Andrew Coker said: "Every England supporter should take pride in their team — and not be afraid to show it." The company's TV ad campaign uses the national anthem as a backing track.

Danish lager Carlsberg last week launched its promised £1 bottles. The price is specially printed on the 275ml product to prevent them being sold at a different price.

On-trade sales managing director Bernie Ray said: "This is certain to be met with great enthusiasm." Carlsberg is the Official Beer of Euro 2000 and of the England team and the brand sponsors of ITV's coverage of the event.

Essex brewer Ridleys is to cut the price of a pint to £1 in all its pubs from kick-off for each of England's three group games during Euro 2000.

And every time England score, the price will fall by a further 25p.

The only catch is that should England concede a goal, the price will revert to normal rates.

The promotion will run during England vs Portugal today (June 12) and during the games against Germany (June 17) and Romania (June 20).

Ridleys is keen to lay to rest the ghost of the World Cup in 1998, when predictions of a till-ringing summer of football failed to materialise.

Retail general manager Colin Summers said: "Despite stories surrounding the 1998 World Cup that the competition was detrimental to summer trade, Ridleys found that in specific community pubs, trade was enhanced by promotions. Both our tenants and their customers found them extremely rewarding and it is hoped this will be the case in June."

Euro 1996 saw England lose to Germany in a dramatic penalty shoot-out at Wembley. Violence on the streets followed and police are mobilising to prevent a recurrence this time around.

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