The giveaway will offer consumers the opportunity to try a free pint of Heineken Silver, which launched in April 2022, throughout May.
Heineken UK beer brand unit director Matt Saltzstein said: “Following a successful launch year, Heineken Silver is now sold in more than 3,500 pubs and bars around the UK.
“To support stockists, we are encouraging drinkers to try the brand by offering them a free pint in their local.
“With its premium credentials, Heineken Silver offers consumers a trade-up option from other light lagers, earning outlets an additional £6.1K revenue per year on average (according to RSP Draught Light Lager & Draught Heineken Silver. Vol RoS of Draught Light Lager. 28.01.23).”
Building on last year’s initiative, Heineken has doubled its investment and support for operators this year with some 80,000 pints available to redeem.
Participating outlets will receive weekly refunds at full retail price on all redeemed free pints.
Additionally, consumers will be made aware of the activity via an £85,000 social media campaign, from which they can download a digital voucher to be redeemed in participating pubs.
To take part in the initiative, Heineken Silver stockists can register online from today (Monday 13 March) until Friday 14 April.
A spokesperson for Leeds and Manchester based sports bar the Brotherhood said: “This has been a great addition to our selection, as it appeals to all areas of the market with it being lighter and, with it being Heineken, our guests know it will be a quality product.
“We pride ourselves on being able to offer something for everyone and Heineken Silver fits in perfectly and bridges that gap between too light, with no real flavour, or too heavy that you can only manage one. It’s a winner for us.”