To support its UEFA Champions League TV ad launched last month, Heineken is introducing a new on-pack promotion.

From now until March, thousands of limited edition Heineken packs will offer shoppers the chance to win prizes. Prizes include money-can’t-buy access to the exclusive Heineken and BT Sport Champions Lounge with four friends which features a live link up to the BT Sport studio to chat live with the pundits. There will be a weekly draw between now and March 3 2017, with 4,500 people also able to win half price BT Sport subscriptions.

With the new season having recently started, this UCL packaging will drive awareness of the sponsorship and give retailers the opportunity to bring the excitement of the tournament to their shoppers.

Beer and cider occasions now account for 19.9% of Quiet Nights In, with an average trip spend of £6.40 (Kantar Worldpanel LinkQ Occasion % data from March & July waves 2016).

Craig Clarkson, off-trade and category director at Heieneken, said: “This is a fantastic opportunity to drive mid-week sales, with Tuesday and Wednesday match nights offering retailers the chance to bring the Quiet Night In occasion to life. Retailers need to ensure their chiller is stocked up with plenty of Heineken® limited edition packs for shoppers, who are buying for later that day, to make the most of this UEFA Champions League season.”

The on-pack promotion is featured across 4-pack bottles, 12-pack cans and 12-pack bottles, 4-pack cans and 6-can pack cans, which are available now.