Take-home beer sales over the World Cup period will be bigger than ever before, according to Carlsberg UK's take home controller, Ged Lowry.
He said football events ranked higher than Christmas for the brand's take-home sales and this year's event was set to be the biggest occasion yet.
"Sales of Carlsberg for Euro 2004 exceeded sales for celebrating the Millenium," he added. "Take-home sales for Carlsberg increase for every big football occasion so this one will be bigger, especially with retailers encouraging consumers to trade up through pack promotions."
Lowry also noted that, unlike the last World Cup, which was held in Japan and Korea, the kick-off times in Germany this year will be much more favourable to the UK viewer. "Some 65% of people prefer to watch England in the comfort of their own home [TNS, July 2004]," he said.
Carlsberg UK - the official beer of the England team - is making its largest investment in a football sales and marketing campaign yet, including an investment of £10.5m on TV advertising. It has launched an ad campaign to tap into the nation's dreams of victory by tying in the World Cup with its iconic 'probably' phrase, using the strapline: '2006...Probably'. This will run on all packs and across all PoS material and print advertising.
On-pack promotions include the opportunity to win one of a million Carlsberg glasses.