Heineken has launched an on-pack promotion for its Desperados tequila-flavoured beer which highlights the brand’s sponsorship of three of the biggest music events taking place across the country.
Until the August 24 of 2017, shoppers will have the opportunity to win weekend tickets to Parklife, Boomtown and Bestival, plus VIP passes to the Desperados Clubhouse. The clubhouse will give consumers the chance to party like a VIP with Clubland legends from around the UK at intimate gigs.
To enter, consumers have to buy a promotional multipack of Desperados and find the unique code printed underneath bottle caps and then enter it at www.desperados.com/clubhouse.
There are 26 pairs of weekend tickets to Parklife (June 10 – 11, Manchester) with VIP access to the Desperados Clubhouse, plus one night’s accommodation in Manchester and breakfast. There are 35 pairs of weekend camping general admission tickets to Boomtown (August 10 – 13, Winchester) with Clubhouse access. Finally, there are 40 pairs of weekend camping tickets to Bestival (September 7 – 10, Lulworth Estate, Dorset) with VIP access to the Clubhouse.
With 100’s of prizes up for grabs in the nationwide festival giveaway, stockists of Desperados are set to benefit as demand for the brand, which has already seen a value increase of 9.6%[1] in the past year, soar.
Toby Lancaster, category and shopper marketing director at Heineken, says: “We know that shoppers spend an average of £9.79 on beer and cider with a specific occasion in mind, so on-pack promotions which offer exciting and aspirational prizes can help retailers add real value to their offering and drive sales. We also know that Desperados is particularly popular with younger shoppers who are more likely to be hitting the festivals this summer. So, to not miss the beat, retailers should ensure their chiller is stocked up with these limited-edition packs for shoppers looking to celebrate festival season in true Desperados style.”
Desperados’ on-pack promotion is featured across 3-pack 330ml bottles, as well as 12-pack 250ml bottles. All are available now.
Desperados is an official sponsor of Parklife, Boomtown and Bestival.
Headquartered in Edinburgh, Heineken is Britain’s leading cider and beer business and also owns 1,049 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s, Bulmers, Amstel, Birra Moretti and Old Mout, plus a full range of niche and speciality brands.
