Carlsberg, the Official Beer of the England Football team and the UEFA EURO 2012 tournament, has unveiled its off-trade packs which features an on-pack promotion.

The Euro 2012 activity will see new packaging across all off-trade SKUs featuring members of the England team.

The new packs will also include a consumer promotion to win a pair of VIP tickets to the tournament which will be supported by a TV campaign on Sky Sports.

David Scott, customer marketing director for Carlsberg UK, says: “I’m going to be bold here – if retailers don’t stock and furthermore, don’t make a feature of Carlsberg, they will be missing out on one of the biggest drivers in the off-trade this year, the UEFA EURO 2012 football tournament.

“Carlsberg is the only beer which will wholeheartedly and legitimately, be throwing all its marketing support behind one of the biggest football tournaments in the world and one of the biggest opportunities for retailers this year.”