Budweiser celebrates English Premier League with limited-edition packaging

Budweiser, official beer of the English Premier League, has launched its limited-edition English Premier League packaging and scan-to-win competition. The new packaging is available in convenience, grocery and wholesale channels nationwide. 

The limited-edition packaging, available across Budweiser and Budweiser Zero cans and bottles, features the iconic Premier League trophy to ensure it will stand out on shelf. All packs also include a scan-to-win AR on-pack competition. Once shoppers scan the QR code they can use their phone to search for a hidden virtual golden crown. Those lucky customers who find the virtual crown will be in with the chance to win Premier League tickets or Budweiser merchandise. 

The English Premier League is the most-watched sports league in the world with an estimated 643 million households in 212 countries watching the 2018-19 season.[1] Following on from a huge summer of sport, this English Premier League season is highly anticipated by fans up and down the country. For retailers looking to leverage this opportunity, sponsor brands are a must. 55% of beer drinkers would choose a specific beer if they knew it was an official sponsor.[2] The on-pack promotion from the Budweiser Family, officially the official beers of the England Men’s Football team this summer, presents a unique sales growth opportunity for retailers to continue momentum throughout the English Premier League season.

“The English Premier League is one of the most iconic football leagues in the world, so we’re thrilled to have launched our limited-edition packaging and competition to bring fans even closer to the players and game,” says Mark Wingfield-Digby, off-trade sales director at Budweiser Brewing Group. “Football and beer are a match made in heaven and Budweiser is made for matchdays. The new limited-edition packaging will help retailers build excitement throughout the season.”

Budweiser announced its partnership with English Premier League and La Liga in 2018. Alongside the limited-edition packaging, Budweiser will be providing retailers with a range of in-store POS such as signage, displays and more to help drive awareness in-store.