Heineken Launches Limited-Edition Sports-Themed Packaging and Glassware for Summer of Sport

Heineken is gearing up for an exciting summer of sports with the launch of limited-edition sports-themed packaging and glassware across its Original and 0.0 varieties. The special packaging, available until July 2024, celebrates Heineken’s partnership as the official beer of the UEFA Champions League (UCL) and UEFA Women’s Champions League (UWCL).

In a groundbreaking move, Heineken has dedicated a pack design to women’s football for the first time, showcasing its commitment to supporting the growth of the sport. The sports-themed packaging will be featured on mixed packs and single 650ml and 330ml bottles, giving fans a unique way to enjoy their favorite beer while cheering on their favorite teams.

Additionally, Heineken is releasing limited-edition Heineken 0.0 packs that highlight its exclusive global partnership with Formula 1, catering to fans of the high-speed racing sport. To complement the packaging, the brand is also launching four exclusive glasses representing the UCL, UWCL, F1, and Investec Champions Cup.

But the excitement doesn’t stop there – consumers who purchase select limited-edition packs can choose a sports glass of their choice and enter the ‘Heineken Champions Sport’ game by scanning a QR code on the glassware box. By participating in the game and scoring high, fans have the chance to win tickets to the finals of each sport, as well as Heineken-themed sports merchandise and cashback on their next Heineken purchase.

Alexander Wilson, category and commercial director at Heineken UK, emphasized the brand’s strong association with sports and encouraged retailers to stock up on the special packaging to capitalize on the sporting fever. With in-store PoS support and a digital and out-of-home campaign planned for May and June 2024, Heineken is set to make a splash in the sports beverage market this summer.