Carlsberg: Football-Focused Trade Marketing

Carlsberg’s distribution marketing strategy is guided by the fact that international football drives more volume to the trade than any other regular event. In the past, Carlsberg has been the Official Beer of the Barclays Premier League, the England Football team, a Wembley Stadium partner and the Official Tournament Sponsor of EURO 2016. For the 2014 World Cup, we developed a campaign to help stockists capitalise on the value of live football to their business. Over a year before it was launched to the public, we were working with key distributors to create a promotional program that they could be part of. The program included promotional events, branded merchandise and competitions to get expensive and hard-to-get tickets back into the hands of the real fans.

Finally the TV commercial that had helped convince them to stock Carlsberg launched, just ahead of the tournament. Ian Wright, Jeff Stelling and Paddy McGuinness fronted the Carlsberg Fan Squad – a rapid reaction force whose mission was to put right the frustrations that the fans put up with to watch the game they love. Not only a commercial success with the trade, the campaign also helped consolidate Carlsberg’s unique 30-year involvement with British football and its fans.