Foster’s has launched an on-pack promotion as part of its ongoing partnership with the Professional Darts Corporation (PDC).
The lager brand is giving away £180-worth of cash prizes every day between 1 August and 31 October, and one lucky winner will receive four tickets to the World Darts Championship in London.
The promo will run across 10x440ml, 12x440ml and 18x440ml multipack cans of Foster’s (3.7% ABV) and 10x440ml multipacks of Foster’s Proper Shandy (3.0% ABV).
Foster’s has partnered with the PDC since December 2024, placing the brand at the heart of one of the nation’s biggest sports. The World Darts Championship 2024 was the most-watched final on Sky outside of football, according to Sky Sports News.
The new on-pack promotion would offer retailers a strong opportunity to excite existing classic lager shoppers and bring new drinkers into the category, said the Heineken-owned brand.
To enter, shoppers must purchase a promotional pack of Foster’s or Foster’s Proper Shandy and scan the QR code on one of the cans. After submitting their name, date of birth, phone number and the five-digit can code, they’ll take part in a fun digital darts game for a chance to win.
“We’ve worked hard over the past year to solidify Foster’s position in Classic Lager – a segment that remains essential for so many retailers across the country, even as the Total Beer category shifts towards premiumisation,” said Zach Jordan, senior brand manager at supplier Heineken UK.
“We were buzzing to reveal our partnership with the PDC last year, and this latest activation shows how we’re continuing to lead the way when it comes to attracting shoppers’ attention in Classic Lager – giving fans the chance to win £180 daily and darts tickets. It’s fun, engaging, and designed to drive real impact in store.”
Earlier this year, Heineken introduced a new bonza rebrand for Foster’s and Foster’s Proper Shandy, celebrating its Aussie heritage while reinforcing its status in the category.
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