Heineken is launching 440ml cans for the first time to drive value sales for the off-trade, with the support of a £3m integrated campaign in the run up to the UEFA Champions League final on 26th May.

Heineken 440ml cans are now available in 4x440ml (RSP £4.55), 4x440ml Wholesale PMP (RSP £5) and 15x440ml (RSP £12.70) nationwide.

Also, as an official sponsor, Heineken is kicking off a UEFA Champions League promotion, inviting consumers to ‘Share the Drama’ using #sharethedrama on social media, special packs and eye-catching point of sale.

Heineken is also investing in proximity marketing to stores that stock the new format, with tailored digital outdoor screens that will namecheck the closest outlet.