Carlsberg UK will be giving away a prize bundle including Live Nation and O2 Academy tickets to one lucky winner each week for 12 weeks, as part of its partnership with music event organisers Live Nation and to celebrate the Danish beer brand’s up-weighted focus on live music for 2018.

The promotion launches as Carlsberg announces plans to bring back its highly-successful ‘The Danish Way’ campaign, fronted by Danish film star Mads Mikkelsen, in May 2018. Last year, the brand spent an estimated £15m on ‘The Danish Way’, which marked its move away from an 20+ year sponsorship of the England football team and a new, more up-market positioning targeting Millennial drinkers.

Carlsberg will be running on-pack promotions across six million packs of Carlsberg and Carlsberg Expørt on sale in 21,000 off-trade stores – including grocers, impulse, convenience and wholesalers – across the UK from April to June 2018.

The prize packages will each include six tickets to a Live Nation festival and six tickets to three O2 Academy gigs throughout the year, with artists scheduled to play the venues this year including Kylie Minogue and Justin Timberlake.

To enter, consumers need to use the Shazam app to scan the ‘Shazamable’ limited edition promotional packs of Carlsberg and Carlsberg Expørt. They will then be directed to the competition page, where winners will be instantly notified and will be able to redeem their prize.

Carlsberg UK will be supporting the activity in-store with increased presence such as gondola ends and free-standing display units bolstered by online activations including website banners and targeted advertisements.

Carlsberg UK announced an extended five year sponsorship deal with Live Nation in April 2017. Live Nation is the world’s leading live entertainment company, behind some of the largest festivals in the UK.

That agreement gave Carlsberg UK unprecedented partner, sponsorship and official supplier rights for Live Nation’s festivals, venues and Academy Music Group venues throughout the UK. In addition, Carlsberg became the Official Beer and Somersby Cider the Official Cider of Live Nation. Carlsberg announced at the time the deal was signed that it wanted to connect with and engage Millennial drinkers.

Carlsberg and Somersby will be served at Live Nation festival events including Reading and Leeds, Download, Creamfields, Virgin V Festival, Wireless, TRNSMT and Latitude festivals.

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Premium Spanish lager San Miguel has launched two new promotions, one targeting the on-trade and the other consumers under the ‘San Miguel La Experienca’ campaign banner.

The activity has been developed to celebrate consumers embracing experiences in the on-trade and to recognise the venues that deliver on this.

The brand will initially try to identify venues that offer great food and also venues with the best outdoor spaces, amongst other factors. Successful venues will be supported with local press advertising and social media encouraging consumers to visit these venues.

In addition, a select number will be given the ‘San Miguel La Experiencia’ treatment, which will include a bespoke San Miguel branded event and widespread local publicity to drive footfall to the venues.

In the off-trade, San Miguel will also release 200,000 special edition Explorers chalice glasses across selected grocery and independent off-trade outlets this month.

Alongside the special edition chalice glass, packaging will offer shoppers the chance to win their own bespoke experience. San Miguel says that in recognition of the fact that today’s consumers want choice, the winner will work with an events company to create a unique experience that taps into their own interests and aspirations.

The multi-channel campaign launched in April this year with cinema, print and digital support which lasts through to December. There will also be a celebrity endorsement.

Dharmesh Rana, senior brand manager for San Miguel at Carlsberg UK, said: “We’ve evolved the campaign for 2017, so that it supports on-trade operators who focus on creating fantastic experiences for their guests and shoppers. It’s inspired by San Miguel’s founding family who were explorers and adventurers, and we want to reward and celebrate those pubs and bars up and down the UK which place a higher value on experience above all else.”

Rana added: “Our chalice glass is a real brand strength, reflected by the fact that so many are ‘borrowed’ from pubs up and down the country. This activity gives shoppers the chance to get their hands on a special edition version that tells our story, and creates an opportunity for them to enjoy our great beer at home in a perfect serve, ensuring drinkers have a great San Miguel experience.”

The on- and off-trade activity will run in conjunction with a nine-month consumer campaign which seeks to find 20 ‘life-rich’ individuals and collectives from across the globe to appear in the San Miguel Rich list 2017, published in the national media in the autumn this year.

‘The San Miguel Rich List’ first appeared in 2016. Consumers are invited to nominate people (either individuals or collectives) who they believe are explorers or trailblazers in some way and who have rejected the pursuit of wealth and status in a search for other kinds of value: people, in other words, who are rich in experience.

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Molson Coors, one of the UK’s biggest brewers, has announced a new partnership for its award-winning loyalty programme, iPint, with Football Manager, the best-selling football management simulation game.

As part of Carling’s strategic partnership with Football Manager, the app will now include a new and exclusive Football Manager quiz which rewards players with cashback prizes. Players compete for a spot on the weekly leaderboard by answering five football-related questions within a ten second time limit. The top ten highest scorers win £10 deposited straight into their bank accounts.

Alpesh Mistry, Customer Marketing Director at Molson Coors, says: “iPint continues to go from strength to strength with research showing 75% of all engaged iPint users have visited the app more than ten times in 2016. Our new partnership with Football Manager is the perfect example of how we are leveraging fantastic relationships with like-minded brands to generate consumer excitement and increased loyalty in the beer category.”

Mistry adds: “Our long-term objective is not only to build the most significant loyalty app, but to continue to ensure we utilise relationships with a number of key partners to unlock value for our customers both in the on- and off-trade.”

Miles Jacobson, Director at Football Manager, says: “It’s hard to imagine two brands that go together as well as Carling and Football Manager. The Carling Weekly Quiz promotion is a perfect example of both teams bringing something to the party and we’re looking forward to working together on a number of similar projects with the Carling team.”

Molson Coors continues to strengthen ties with iPint’s existing partners to give consumers access to even more exclusive rewards upon the purchase of Carling four packs. Prizes and rewards include cashback, 30% off Sky Sports day passes from NOW TV, 25% off bills at Sizzling Pubs and the chance to win a £1,000 holiday getaway.

Carling iPint has previously been ranked as one of the top 25 all-time free apps for the iPhone. The revised iPint app was developed in partnership with mobile agency Hi Mum! Said Dad and is available for download from the Apple App Store and Google Play Store.

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Manchester United legend Peter Schmeichel has been unveiled as the face of Carlsberg’s UEFA Euro 2016 sponsorship campaign, which includes a consumer promotion offering fans ‘probably the best prize ever for a football tournament’.

Consumers can win a VIP experience at one the tournament’s semi-final games at the Stade de Lyon and then on the following day will enjoy a range of football-themed activities at the famous stadium, such as crossbar challenge and bungee football with past players who took part in the UEFA Euro tournament, including Danish keeper Schmeichel.

Carlsberg says engaging fans through digital channels is its top priority for Carlsberg and that it will be running its most ambitious digital campaign during any UEFA EURO with a range of cutting edge digital activations which will engage consumers on a daily basis prior to and during the tournament.

For the first time ever, fans around the world fans will have the chance to vote for their official Carlsberg Man of the Match for each of the tournament’s 51 games via social media in addition to the online voting system at UEFA.com. The new voting mechanic will tap into real-time fan conversations and provide an easy-to-access voting platform, giving fans a greater say in who wins each coveted award.

In line with its commitment to promote responsible consumption and to help fans celebrate responsibly, Carlsberg will run a number of awareness activities that encourage fans to enjoy its beers responsibly. Activities will take place within the fan zones in France and other markets.

Richard Whitty, Senior Marketing Manager Football, Carlsberg, says: “As with all our football partnerships, our ambition throughout UEFA EURO 2016 is to make football better for the fans. We have a number of clever campaigns that will make fans feel more involved in the tournament such as social voting, meeting the trophy and legends, plus actually getting fans onto the pitch where their heroes have played in the Semi-Final only the day before. There will be more to come as we get nearer to the tournament, but we’ll be doing everything with the usual Carlsberg wit, humour and football insight.”

The UEFA EURO2016 organisers themselves will be using digital media to involve supporters in the tournament experience, including the launch of the #SupportYourTeam Twitter campaign at the final draw in Paris. Fans who tweet @UEFAEURO with the name of their favourite team receive a message containing a personalised digital badge.

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Carlsberg has launched a limited edition ‘Beer’d Beauty’ range with profits going to the Movember Foundation.

To celebrate the launch the Beer’d Beauty series and to kick off Movember, Carlsberg teamed up with Ted’s Grooming Room to throw shave-off events across London on Saturday October 31st. Members of the public could visit one of Ted’s nine Grooming Room locations across the capital between 10.00am and 6.00pm, pay 99p for a professional shave worth £22.50 and receive a complimentary Carlsberg.

The range consists of shaving gel, aftershave cream and moustache cream and was developed by a team of scientists from the Carlsberg Laboratories in Denmark. Each of the products in the range contains 200ml of freeze-dried powdered beer, which apparently contains antioxidants, natural oils and antibacterial acids which Carlsberg claims are the perfect ingredients for keeping facial hair in great condition throughout the winter months.

The range is being sold globally through a number of retail partners.

Dharmesh Rana, Carlsberg senior brand manager, says: “Based on the success of our first range of male grooming products, we were keen to bring our new-found expertise to the market once again. This time, we’re doing it for a good cause – Movember is a charity which aligns closely to the values of the Carlsberg brand – and we’re all focused on ensuring this new range is Probably the Best range of male grooming products on the market.”

The Beer’d Beauty range has an RRP of £40.00 for the full set of shaving gel, aftershave cream and moustache cream.

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