Carlsberg reveals World Cup plans

Carlsberg has revealed its strategy to help get British consumers back to the pub via this year's World Cup.

The brewer, which is the official beer of the England football team, is investing a total of £30m in marketing activity this year, the majority of which will be World Cup focused.

"It's all about helping licensees to build their business by maximising the World Cup occasion," said director of customer marketing David Scott. "We will be using our We Deliver More platform to help pubs to do this."

Scott explained that research identified that the World Cup could provide an estimated £2 billion boost to the UK economy, leading to an incremental £125m beer opportunity across the on-trade, according to CGA data. This translates as 21 million extra pints, which is equivalent to five bank holidays in one month, he said.

Carlsberg will be supporting the on-trade via its 'We Deliver More LIVE Sport' concept, which offers free training in preparations for the World Cup for over 600 licensees across the country. This will include free limited edition glassware, an England team Carlsberg font lens and the opportunity to become an Official Match Day Venue, supported by a plaque.

Activity will focus on the four things that football fans are looking for when choosing an on-trade venue, according to the brewer. These are: Awareness, Atmosphere, Sound & Vision and Speed of Serve.