To coincide with the UEFA Euro 2020 football tournament, Heineken is releasing a set of limited-edition team bottles in the off-trade so fans can show their support with every sip.
There are 24 different bottles, one to represent each of the countries competing in UEFA Euro 2020, available to buy in the off-trade nationwide. They’re available in packs of 6 x 33cl and 20 x 33cl across retailers and are supported by a full TTL campaign with TV & DOOH guiding consumers in-store.
In-store Heineken POS will communicate a new activation to win exclusive Euro 2020 merchandise, which will be supported by social activity. A new TV advert will also be broadcast on Irish channels during the tournament.
Peter Green, Off Trade Director, Heineken Ireland, said: “These unique country flag bottles are a celebration of what will be a great month’s action on the pitch. Heineken aims to elevate these sporting occasions and make them the best possible at home experience, and that’s certainly been the case over the past year as the off-trade has delivered some impressive category growth.”
The UEFA Euro 2020 competition was postponed from its initial dates of 12th June to 12th July 2020, and is now taking place from 11th June to 11th July 2021. The decision was made last year for the tournament to retain the 2020 date.