Heineken UK is launching a new on-pack promotion across its lager brand, Foster’s, as part of its ongoing partnership with the Professional Darts Corporation (PDC).
The brand is giving away £180-worth of cash prizes every day between 1st August and 31st October, as well as the chance for shoppers to win tickets for them and three friends to the World Darts Championship at Alexandra Palace, London.
Rolling out across select 10x440ml, 12x440ml and 18x440ml multipack cans of Foster’s (3.7% ABV), and 10x440ml multipacks of Foster’s Proper Shandy (3.0% ABV) – the promotion aims to “create excitement in the Classic Lager category”, helping retailers to engage their shoppers to purchase the ‘Amber Nectar’.
Foster’s became the official beer partner of the Professional Darts Corporation (PDC) in December 2024, marking a major step in the brand’s mission to revitalise the Classic Lager category and reconnect with UK sports culture. Now worth £790m in the off-trade, Classic Lager remains a key segment, with Foster’s owning a 32% share and adding £255m to the off-trade last year. The partnership puts Foster’s at the heart of one of the nation’s biggest sports, with the World Darts Championship 2024 being the most-watched final on Sky outside of football.
Zach Jordan, Senior Brand Manager at Heineken UK, commented: “We’ve worked hard over the past year to solidify Foster’s position in Classic Lager – a segment that remains essential for so many retailers across the country, even as the Total Beer category shifts towards premiumisation. We were buzzing to reveal our partnership with the PDC last year, and this latest activation shows how we’re continuing to lead the way when it comes to attracting shoppers’ attention in Classic Lager – giving fans the chance to win £180 daily and darts tickets. It’s fun, engaging, and designed to drive real impact in store.”
