From: Packaging News

Budweiser has launched limited-edition packaging in anticipation of the FIFA World Cup tournament kicking off next week.

The classic Budweiser red hue is paired with the iconic FIFA World Cup trophy to create an eye-catching design that it says provides stand-out on shelf.

Budweiser is also releasing the design in alu-bottle format – aluminium bottles chill quicker, suitable for lucrative impulse purchase behaviour.

Additionally, the beer giant is launching an on-pack competition giveaway offering consumers the chance to win tickets to the FIFA World Cup final.

Sascha Cordes, senior brand manager at Budweiser UK, said: “The 2018 FIFA World Cup is more than just an event, it’s an epic global celebration that brings together the whole of the UK. Via our range of activations and pack formats, we’re providing support to customers so that they can harness the energy and excitement of football fans to drive footfall into stores and increase rate of purchase.”