Special packs and consumer competition to support Bud’s World Cup link

Budweiser is launching limited edition packaging and retail offers as part of its sponsorship of the football World Cup which starts on June 14.

Limited edition cans and aluminium bottles feature an all-over red design with a picture of the tournament trophy.

The aluminium bottles will be available in single bottles across all retail sectors and as an exclusive eight-pack in Asda.

The on-pack competition will give consumers the chance to win an expenses-paid trip to the World Cup Final, plus Budweiser merchandise including bags, hoodies, T-shirts and footballs.

The AB-Inbev brand has also produced the Red Light Cup, a voice-activated cup that lights up in response to fan excitement around games. It will be on sale in Asda and used in online promotions.

Budweiser will be taking a World Cup competition wheel to 50 Sainsbury’s stores this month.  

Purchases of packs of Budweiser, Bud Light and Bud Prohibition will be invited to spin the wheel for a chance to win merchandise. There will be sampling activity in the same stores.

Senior brand manager Sascha Cordes said: “Via our range of activations and pack formats, we’re providing support to customers so that they can harness the energy and excitement of football fans to drive footfall into stores and increase rate of purchase.”

The brand is also offering football fans two-hour delivery on supplies of Budweiser through Amazon Prime Now during the tournament.