Heineken is driving home its status as official sponsor of the British Olympics team with a broad range of in-store promotional activity.
The brand is raising money to help support athletes competing in the games, starting on August 13, through donations from sales of its specially marked four and six-packs.
Supermarkets including Asda, Somerfield, Tesco, Iceland and Waitrose are running initiatives such as inflatable parthenons,
branded coolers, competitions and a gift with every purchase of a multipack .
Heineken has partnered up with Somerfield to offer a commemorative 1.5l magnum in stores from this week.
John Ricketts, off-trade sales director at Heineken, said the Olympic Games offered a major opportunity for retailers to boost sales through imaginative promotions.
"Interest in the Athens Games is forecast to be even higher than the 2000 games. With the current trend towards drinking at home, this represents a great opportunity for the off-trade.”