Foster’s launches on-pack holiday promotion and retailer giveaway

Heineken UK has announced the launch of a new on-pack promotion for Foster’s, giving ten consumers the chance to win a holiday voucher worth £5,000 in an exclusive partnership with online travel and leisure retailer, Lastminute.com.

The summer spectacular promotion, live until the end of August, will be featured across limited-edition holiday-themed 10x440ml, 12x440ml and 18x440ml multipacks of Foster’s core range, and is available across grocery, wholesale and convenience now.

Building on Foster’s momentum of being the UK’s third-largest beer brand [Nielsen, Jan 2024] the latest activity aims to help boost the ever-popular mainstream lager category, while celebrating Foster’s affinity to leisure and good times.

To enter, consumers must simply purchase a promotional multipack of Foster’s from a participating store, and scan the QR code on pack, which will direct them to a dedicated Foster’s website. Here, they can enter by completing the online form and provide the five-digit batch code found at the base of a Foster’s can.

Every successful entrant will also receive a free £50 holiday voucher code from Lastminute.com.

Furthermore, Heineken UK is also giving one lucky convenience retailer a chance to win a £5,000 Lastminute.com voucher. To enter, retailers simply must purchase any one participating Foster’s multipack, take a picture of the receipt for proof of purchase, and send it to HeinekenOffTrade@fsc.uk.com by 5pm on 30 August. In the email, retailers must also state their full name, store name, store address and phone number.

Through the promotion, Heineken UK aims to reward independent retailers, who work hard throughout the year, with the opportunity to get away and enjoy a well-deserved break, and to demonstrate its dedication to the channel in the run up to the busy summer trading period.

“Foster’s is the UK’s third-largest beer brand with a very loyal consumer base, so we know the on-pack promotion will be popular among both fans of the brand, and new consumers alike, looking to get away and enjoy a holiday on us – especially as we appreciate that a holiday is a real luxury for many people,” Alexander Wilson, category and commercial strategy director, at Heineken UK, said.

“We’re also thrilled to extend this opportunity to one lucky convenience retailer – we know how important this channel is in pushing sales of beer in the run up to the summer, and how much local communities rely on them, and want to reward them for their hard work and effort.”

The promotion follows the launch of Foster’s Proper Shandy in February earlier this year with more activity on the horizon for Foster’s over the coming months.