Pilsner Urquell is to run golf-themed activity in London pubs to promote its status as official beer of the Open Championship.
'19th Hole' outdoor events will be taking place in Parsons Green, West London, and Broadgate Arena, Liverpool Street, to celebrate the five-year deal signed by brand owner SABMiller with golf body the R&A.
They will involve a mock-up golf clubhouse, golf simulators and putting greens, Pilsner Urquell sampling and chances to win a trip to the Open Championship, which takes place this year in Turnberry, Ayrshire.
Pubs near Parsons Green and Liverpool Street will be given material to host themed quizzes, consumer give-aways and a loyalty scheme to drive drinkers to the two events.
In the first, held on May 30 and 31 in Parsons Green, Pilsner Urquell will collaborate with nearby Young's pubs. Mitchells and Butlers' the White Horse will also be taking part.
The second, to be held in Broadgate Arena, Liverpool Street, from June 3 to 5, will see Pilsner Urquell working alongside wine bar chain Corney & Barrow.
Point of sale kits including a putting green, bar runners, beer mats, pub quizzes and sampling opportunities will be available for more outlets across the capital.
Pilsner Urquell customer marketing manager Gillian Loudon said: "This initiative is about driving brand awareness and brand trial, and to help our strategic partners drive rate of sale and spend per head. That after all is what trade customers are looking for at the present time."