Guinness has marked the start of the Premier League season with the launch of a price-marked pack (PMP), exclusive to the convenience channel.
The brand’s limited 4x440ml Guinness Draught packs have been stamped with a £6.69 PMP and feature a promotion offering consumers the chance to win thousands of prices.
To take part, shoppers must purchase a promotional pack and scan the QR code to be in with the chance of winning.
Prizes include match tickets, limited Nitrosurge devices featuring the famous Guinness toucan and retro branded football shirts. The activation is live and will run to 17 October.
During sporting months, Guinness has seen a 27% increase in its share of the total beer market, with sales rising 42% above the monthly average, according to Nielsen.
The promotion is part of Guinness’ continued investment in the convenience channel, supporting standout activations and sales-driving campaigns throughout the football season, when shoppers are stocking up on food and drink from their local stores to enjoy with the game, said brand owner Diageo.
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