Nearly a fifth of people plan to watch a World Cup match in a pub, according to CCE research, so the company is investing in several initiatives to help licensees make the most of the opportunity.
These include giveaways of a limited edition ball, situating sampling squads near on-trade venues, and 7,000 PoS kits containing beer mats, posters and t-shirts.
“The potential for licensees during the 2014 FIFA World Cup period is huge,” said Wes McKenna, sales director – cold.
“Experience has shown that when pubs and bars make the most of the impactful PoS and profile-raising promotions available during football tournaments, they have the potential to make a big impact on sales.
“We are working closely with our on-trade customers to help drive soft drink sales over the summer period.
“With so many people planning to watch the matches in a pub and the games taking place throughout the evening, our plans will drive visibility and rate of sale to help our customers to make the most of this significant opportunity.
This year’s World Cup will kick off in Brazil on 12 June, if you are looking for some inspiration we’ve a raft of food ideas and other business tips for you, both on here and in the magazine.