The discount is available to all outlets which have their bars fully stocked with draught brands from Molson Coors or its selected partner brands, which now includes Westons’ Stowford Press.
Both Stowford Press Apple (4.5% ABV) and Stowford Press Mixed Berries (4% ABV) will be included.
Head of sales at Westons Cider, Martyn Jones, said: “We’re delighted to be working in collaboration with Molson Coors and Sky Sports to offer cost savings to outlets.
“Our popular Stowford Press brand is already firmly established as the must-stock cider for sports fans. In fact, Stowford Press drinkers are more interested in sport than drinkers of any other cider and we also know they follow more of the sports broadcast on Sky Sports than other cider drinkers too, from cricket and rugby to golf and Formula 1.”
He said that pubs should be maximising the sport opportunity with the Premier League due to return later this week and social distancing rules now eased.
Martyn Cozens, on trade sales director at Molson Coors adds: “We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives and it’s been incredibly successful over the past nine years.
“This year the deal evolves even further to include our cider partners and increases the potential discount to a huge 50%. Our partnership with Sky has always been about helping operators make the most of sporting occasions whilst offering the strongest brand line up to keep their consumers coming back”