Grolsch has teamed up with movie streaming website Blinkbox to provide drinkers with a “perfect night in”.

Codes on special packs of the lager let Blinkbox users ‘rent’ movies for free via their computer.

“We’ve done a huge amount of research into the Grolsch audience to help us tap into their interests,” said brand manager Heather Jones.

“Insight data tells us they really enjoy watching great films and spending time online viewing video on demand. This has helped us create a unique on-pack promotion we hope will complete their perfect night in.”

The tie-in is part of a wider film-related push by Grolsch targeting what it called the “culture seeker” audience.

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Focus On Alcoholic Drinks (9 October 2010)