Molson Coors, one of the UK’s biggest brewers, has revealed its promotional plans for Carling in the lead up to 2016’s ‘summer of football’.

Carling celebrates 2016 football summer


Molson Coors, one of the UK’s biggest brewers, has revealed Carling’s promotional plans in the lead up to 2016’s ‘summer of football’, centred around the Euro 2016 torunament.

In the off-trade, fans can get £20 off the price of a club or country shirt with when they purchase packs of Carling. Customers picking up 4-packs of Carling will be able to redeem their discount via the Carling iPint app. Those buying larger Carling pack sizes and x15 packs of Carling British Cider can claim their discount by visiting and entering their unique URN code.

Those choosing to watch the action at home will have the chance to purchase a brand new TV at a fraction of its retail price. This summer, Carling will be launching its new ‘Pay Per Inch’ promotion where consumers have the chance to purchase a brand new TV for the price of its screen size, on a first come, first served basis – for example, a 55” inch television will set customers back just £55.

Molson Coors will also be supporting over 3,000 pubs and bars with promotional materials to use in their venues, such as external banners to promote games, bespoke bunting, posters and bar runners and special 4 pint ‘football’ pitchers to ensure Carling is served in the best possible way.

Jim Shearer, Carling Brand Director at Molson Coors, says: “Following the exciting news that we have signed a three year partnership with the Premier League, Carling’s link with football is stronger than ever. We’re absolutely committed to championing the football-watching experience for fans by unlocking value in the on- and off-trade around this huge sporting occasion.”

News of Carling’s planned activity around the 2016 summer of football follows the recent announcement of Carling’s three-year partnership with the Premier League. By deepening its long-standing relationship with football, Carling is aiming to further enhance its relevance and connection with football and mainstream lager drinkers. The partnership will run from June 2016 until the end of the 2018/19 season.

Carling, like many brands, is very carefully referencing the ‘summer of football’ without explicitly naming the Euro 2016 tournament, because it is not an official partner of Euro 2016. The official Euro 2016 alcohol partner is actually Carlsberg.

Molson Coors Brewing Company is one of the world’s largest brewers with a diverse portfolio of owned and partner brands, including signature brands Coors Light, Molson Canadian, Staropramen and Carling.

In the UK and Ireland, Molson Coors has a market share of around 20% of the UK beer market and a portfolio that includes Carling, the UK’s best-selling lager for three decades, Coors Light, Cobra, Grolsch, Doom Bar, Worthington’s, Caffrey’s, Singha and a range of speciality beers.

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