Budweiser celebrates euphoria of 2018 FIFA World Cup with nationwide retail activity


Budweiser today announces its plans to work with retailers to celebrate fan euphoria surrounding this year’s FIFA World Cup tournament. In order to drive football into stores and boost rate of sale, Budweiser is launching a two-hour delivery with Amazon Prime Now, limited-edition FIFA World Cup 2018 packaging, and an on-pack competition with a money can’t buy prize.

To celebrate its role as an official sponsor of the 2018 FIFA World Cup, the UK’s no.1 most loved beer brand is offering football fans two-hour delivery of chilled Budweiser when they order via Amazon Prime Now. The partnership with Amazon Prime Now allows Budweiser to tap into a captive audience; 44.5 million people watch the FIFA World Cup in the UK, with 93% of fans watching the game at home, and they will be looking for convenient food and drink offerings. 

Limited-edition packaging

Budweiser has launched limited-edition packaging. The classic Budweiser red hue is paired with the iconic FIFA World Cup trophy to create an eye-catching design that provides stand-out on shelf. The packaging will also help to strengthen the association between Budweiser and FIFA World Cup in the eyes of consumers, ensuring that Budweiser is the beer of choice for fans – driving rate of purchase for customers.

Not only this, but Budweiser is releasing the design in alu-bottle format, which is perfect for football fans stocking up last minute to watch the game with friends. Aluminium bottles chill quicker, whilst also retaining the cold for longer, so retailers can tap into lucrative impulse purchase behaviour.  The alu-bottle will be available in single bottle format across all retail platforms, as well as an eight-pack exclusive to ASDA.

On-pack competition

Budweiser is also launching an on-pack competition giveaway offering consumers the chance to win tickets to the FIFA World Cup final, increasing rate of purchase. A unique code will be printed on the inside of Budweiser packaging, available from participating retailers, and all the consumer has to do to be in with a chance of winning is log onto BudweiserFWC2018.com or the Bud Bot, enter the code and see if they’re a winner. The prizes range from exclusive Budweiser merchandise, including limited-edition bags, hoodies, t-shirts and footballs, and the Grand Prize – there’s 14 tickets to the FIFA World Cup™ Final to be won across the in-store and in-pub competitions. The lucky winners will receive the full Budweiser World Cup experience: tickets, four nights’ accommodation for two, round-trip flights, pre and post-game entertainment and transport to/from the stadium.

Budweiser will be celebrating fan energy with the release of Red Light Cups, the first-ever noise-activated cup which responds to the energy of fans watching the tournament by lighting up as cheering, clapping and excitement gets louder; embodying the energy of euphoric supporters.

The Red Light Cup will be available with Budweiser packs at ASDA stores nationwide, as well as being available via on-pack competitions.

In-store experiences

To help build excitement for fans in store and increase purchase behaviour, Budweiser will be taking a FIFA World Cup competition wheel to 50 Sainsbury’s locations nationwide during the month of June. Those who purchase a pack of Budweiser, Bud Light or Bud Prohibition whilst in store will spin the Budweiser wheel for their chance to win exclusive FIFA World Cup merchandise. Running in 30 stores on 16 June and 20 stores on 23 June, consumers will also be able to sample Budweiser and Bud Light.

Sascha Cordes, senior brand manager at Budweiser UK, said: “The 2018 FIFA World Cup is more than just an event, it’s an epic global celebration that brings together the whole of the UK.  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. This includes our focus on in-home consumption and convenience through the two-hour Amazon delivery, and the exciting chance to win tickets to the FIFA World Cup Final with an immersive Budweiser brand experience, which is a once in a lifetime opportunity!”

As well as the exciting range of retail experiences and on-pack competition, Budweiser is creating a breadth of epic on and offline experiences for the UK’s football fans to celebrate the 2018 FIFA World Cup in new and innovative ways: 

The Bud Bot

The UK’s no.1 most loved beer brand has created a Facebook Messenger Chatbot – aptly named the Bud Bot – to provide the ultimate FIFA World Cup guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering unique and exciting experiences; from a platform to vote for the official Man of the Match and enter once-in-a-lifetime competitions, to signposting Budweiser-stocking bars and stores, plus offering home deliveries of Budweiser to enjoy with mates whilst watching the game. In short, the Bud Bot will be the ultimate platform to help fans celebrate the tournament, bringing the euphoria of the FIFA World Cup directly into their hands with Budweiser.

The Bud Boat

As part of celebrating euphoric moments on and off the pitch for the tournament, Budweiser has created the Bud Boat – which will be one of the most epic places for fans from all over the UK to watch the FIFA World Cup.

Cruising down London’s iconic River Thames, the Bud Boat will be the heartbeat of the city’s FIFA World Cup celebrations. Hosting unrivalled screening parties, awesome DJs, and amazing bars – and more – the Bud Boat will be the place to watch your team play.