Heineken unveils on-trade support for Rugby World Cup

The activity, which kicked off this month, includes promotions, limited edition packaging and experiential activity aimed at helping licensees increase incremental sales throughout the event.

In the lead up to the tournament, a trophy tour will take place across the UK, supported by on-trade experiential activity. A Heineken coin toss experience competition will offer prizes including a behind the scenes stadium tour, a full hospitality ticket experience and the chance to stand alongside the referee and team captains to open a match.

Visitors to the tournament will also see pop-up bars in stadia, and a bar finder app - available via the Heineken Rugby website - will direct spectators to bars serving Heineken in the vicinity of the hosting stadia.

To drive visibility and awareness, point-of-sale and limited edition Heineken 330ml bottles will be available in the on-trade from June. Heineken is also producing dedicated tips to help operators to make the most of their premium beer offering and drive incremental sales during Rugby World Cup.

Andrew Turner, on-trade category and trade marketing director at Heineken said; “The activity surrounding the tournament will give licensees the opportunity to increase sales whilst also positioning Heineken at the heart of premium social occasions.

"We are confident that experiential and promotional activity will excite rugby fans and will give operators throughout the country the chance to increase footfall and sales.”

Trophy Tour Dates in the UK​

Edinburgh – 12 June

Cardiff – 2 July

Birmingham – 21 July

Manchester – 24 July

Newcastle – 31 July

Leeds – 8 August

Milton Keynes – 20 August

London – 12 September