Heineken has unveiled its off trade plans to support the 2015 Rugby World Cup, of which the brand is the official beer sponsor.

Beginning 100 days before the first game kicks off (10 June), the activity includes new promotions, limited edition packaging and experiential activity.

With an estimated 92% of rugby fans watching the World Cup matches at home and 47% of those fans consuming beer (HIM), the activation aims to give retailers the tools they need to make the most of the potential incremental sales.

To drive shelf stand-out in off-trade outlets throughout the tournament, limited edition Heineken packaging will be available from July in 650ml bottles, 500ml cans, and 330ml cans and bottles.

In addition, shoppers who purchase 12-packs will be in with a chance of winning a pair of tickets or a coin toss package by finding one of 50 hidden golden bottles. During the tournament itself other Heineken-branded Rugby World Cup gifts can be redeemed on 12-packs and 2 x 4-pack purchases.

Craig Clarkson, off trade category & trade marketing director, said: “The activity surrounding the tournament will give retailers the opportunity to increase sales whilst also positioning Heineken at the heart of premium at-home social occasions surrounding the tournament.

“We are confident that experiential and promotional activity will excite rugby fans and will give retailers throughout the country the chance to increase footfall in the build up to and throughout the Rugby World Cup.”