Bud Light partners with convenience stores to support football stars

By Éilis Cronin in Alcohol 15th June 2021

Bud Light is working with three retailers in the the hometowns of England football players, as part of a range of activity from the brand to help retailers to “appeal to both regular beer drinkers and new customers alike during the summer of sport”.

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The “Local Legends” stores are Go Local Extra in Bury, home of Kieran Tripper, Go Local United Store in Sheffield, supporting Kyle Walker and Shah & Sons Best-One Seaham in Sunderland, representing Jordan Pickford.

Each store is receiving promotional support from the brand, including an A-frame of each local footballer, a cardboard cut-out photo opportunity standee, hanging banners of the England players, Bud Light bunting featuring the Three Lions crest and branded packaging of the footballer in the beer aisle.

Additional support available to retailers up and down the country includes specially designed England cans with the Three Lions crest and Bud Light Boxheads.

These new Bud Light Boxheads feature a scan to win mechanic, giving shoppers the chance to instantly win prizes including LG 4K TVs, free beer, official merchandise and more, whilst helping retailers boost sales throughout the tournament.

Jessica Markowski, convenience sales director at Budweiser Brewing Group, said: “Sport is a huge beer sales driver for the off-trade and the summer’s international fixtures present a huge opportunity for independents to build on the momentum of last year.

“The convenience channel is hugely important for us as a business, and we are always looking for new and innovative ways to help our customers boost sales.”

Bury retailer Samsom Kahsay said: “It is so exciting for local talent Kieran Trippier to be representing England in such an important tournament and such a proud moment for Bury.”

Sheffield store owner, Jag Singh said: “The store’s ‘faceover’ is our way of showing Kyle Walker and the other England players our support.

“As a massive football fan, it is great to get shoppers excited about the tournament, and the prospect of Kyle and the team bringing it home this summer.”

Saima Arif, owner of the Sunderland store honouring Jordan Pickford, said: “We are all so proud of Jordan representing England and being such a talented keeper.

“We hope the transformation will help get the local community excited too.”