Carlsberg unveils World Cup glasses

Carlsberg has revealed the design of its limited edition World Cup glasses, which will be rolled out across the on and off-trade in time for the build-up for the event, which kicks off in South Africa on 11 June.

There are three different glasses, each featuring a football-related quote, such as: "They think it's all over… it is now", "England expects every man to do his duty" and Sir Alf Ramsey's famous 1966 half-time team pep-talk "You've won it once. Now you'll have to go out there and win it again."

Carlsberg will be giving out more than 90,000 of the glasses to Carlsberg stockists, as part of its £30m of marketing activity this year, the majority of which will be World Cup focused.

Licensees taking part in one of the brewer's 13 new We Deliver More Live Sport days will automatically get a case of the glasses as part of their goody bag.

Carlsberg estimates that the World Cup will be worth an incremental £125m beer sales or 21 million extra pints to the on-trade alone and is urging licensees to make the most of the opportunity.

"It's all about helping licensees to build their business by maximising the World Cup occasion," said Carlsberg director of customer marketing David Scott.