Stella Artois has teamed up with Sainsbury to offer beer drinkers a free branded ice bucket.

The initiative is aimed at reducing retailers’ reliance on discounting to drive sales while increasing consumers’ awareness of beer’s relevance to meal occasions.

Shoppers can claim a limited edition ice bucket, worth £5.99, when they purchase three one-litre bottles of Stella Artois.

The deal is running exclusively in 100 Sainsbury’s stores until the end of next month.

Steve Kitching, MD of take home sales at Interbrew UK, said: “This promotion is intended to drive the value of the beer category.”