Heineken tries to promote World Cup in pubs

August 16, 2007: Heineken UK is to provide point of sale materials for pubs to encourage the watching of Rugby World Cup matches on the premises.

The company feels that, with no other major sport tournaments this summer, and on the back of a period of bad weather, the World Cup offers publicans the chance to catch up on some lost sales.

The campaign will feature a 'Perfect Try' kit including limited edition branded merchandise, as well as a stamp scorecard. If drinkers collect five stamps they can claim a branded pint glass.