HEINEKEN UK is launching a new on-pack promotion across its Classic lager brand, Foster’s, as part of its ongoing partnership with the Professional Darts Corporation (PDC). The brand is giving away a 7-day trip to Australia for four people, and tickets to the 2027 Australian Darts Masters, as well as Foster’s merchandise.
Running from 31st July to 31st October 2026, the promotion will be available across all Foster’s and Foster’s Proper Shandy formats, including price-marked packs, offering retailers a strong opportunity to excite existing Classic Lager shoppers and bring new drinkers into the category.
Foster’s became the official beer partner of the Professional Darts Corporation (PDC) in December 2024, marking a major step in the brand’s mission to revitalise the Classic Lager category. Now worth over £200 million in the Off Trade[1], Foster’s recently introduced a ‘bonza’ rebrand, celebrating its Aussie heritage while reinforcing its status in the category.
To enter, shoppers can simply purchase a promotional pack of Foster’s or Foster’s Proper Shandy and scan the QR code, or enter via the Foster’s Good Call Darts Club Website.
Ciara Ryan, Brand Manager at HEINEKEN UK comments: “Our ongoing partnership with the Professional Darts Championship (PDC) has helped us to further solidify Foster’s position in the Classic Lager category and create excitement amongst both retailers and consumers. By launching this competition, we are bringing Foster’s Aussie heritage to life on pack and giving shoppers a fun reason to pick up a promotional pack in store.”
A range of creative touchpoints will be available to support the launch in the Off-Trade. There will also be a multi-million-pound ATL running for Foster’s live from mid-July until September focusing on Foster’s Aussie personality and brand refreshment.
Retailers can find out more about how to maximise their beer category sales by visiting HEINEKEN UK’s Star Retailer platform at www.starretailer.co.uk/. The Star Retailer scheme is an acclaimed, industry-acknowledged loyalty scheme providing beer and cider category guidance tailored for convenience stores. The scheme encourages the development of a profitable and trending beer and cider range and offers rewards which increase based on their level of participation.
To learn more about the Foster’s competition and to read T&C’s, please visit www.fosters.co.uk/goodcalldartsclub
[1] NIQDiscover, 52we 10/01/26
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