Sports sales bonanza forecast for Saturday
Published:  17 May, 2010

Heineken UK is urging retailers to gear up for what could be a bumper day of sales on Saturday, thanks to televised sport.

The brewer is dubbing the day Heineken Super Saturday because it’s the final of two big tournaments with the beer brand’s sponsorship – Biarritz and Toulouse competing for rugby union’s Heineken Cup, and Inter Milan and Bayern Munich going head-to-head for the Champions League in football.

But the day also sees the final of the Championship play-off in football with Blackpool and Cardiff City competing for a place in next season’s Premiership.

Shaun Heyes, head of customer marketing for the off-trade at Heineken UK, said: “Retailers should capitalise on this interest by ensuring they are well-stocked with Heineken from Thursday, along with our other leading beer and cider brands, as this is where shoppers will start preparing for the day.

“Retailers should also ensure they have ample chilled offering to maximise the impulse sales opportunity.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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