Carling is set to receive a £6m boost in the biggest promotion for the brand in five years.
The promotion, named the Carling Perfect Pint Experience, will run from 18 April to 31 July and give drinkers the chance to win one of 13 million prizes ranging from Carling glasses to tickets to the Carling Cup final and Isle of Wight Festival.
It will be available in 7,500 on-trade outlets nationwide with more than eight million game cards out in trade.
When buying a pint of Carling, drinkers will receive a game card with a unique code. People will also have a chance to win if they share their "ideal Carling Perfect Pint Experience" on the brand's website.
Owner Molson Coors will support the campaign with billboards and posters near 2,380 participating pubs, newspaper and magazine adverts as well as TV advertising from 4 May during the Champions League Semi Final.