Budweiser has launched its off-trade football campaign in the UK, with a host of tailored activations across the grocery and convenience channels to get fans excited for the summer of sport.

Fans have the chance to get their hands on a host of limited-edition products in the off-trade as Budweiser looks to create a buzz in stores throughout the European Championships.

Budweiser is helping generate excitement in stores with an array of display options for customers. Visuals of England players alongside Budweiser products will take pride of place from front of store to countertop. Consumers will be able to get their hands on limited-edition packs, across all SKUs, that feature the England flag, and a scan-to-win mechanic where everyday a shopper will have the chance to win an LG TV.

“As proud sponsors of the men’s football team, we are thrilled to kick off our activations in the off-trade,” says Mark Wingfield Digby, off-trade sales director. “Budweiser is the number one beer during tournaments, and we’re looking to continue that this summer by helping bring fans closer to the game. We’re using our partnership to get behind England and want to add to the excitement by giving everyone the opportunity to win various prizes, as well as creating unforgettable experiences.”