Greene King is giving consumers the chance to win a holiday in Rio de Janeiro and launching a new beer to celebrate the World Cup.

The prize in the neck-collar competition includes return flights for two, five nights in a four-star hotel, airport transfers and a half-day tour of the Corcovado Mountain and the statue of Christ the Redeemer. Runner-up prizes include money-off vouchers for Greene King beers.

Greene King is also launching Brasilia, an ale with citrus flavours and floral and spicy hops, to mark the start of the World Cup.

Marketing director Dom South said: “This year presents a huge opportunity for beer. During the last World Cup in 2010, there was a 21% uplift in beer volume sales and we’re hoping for a similar trend in 2014. This summer there will be plenty of sporting occasions when it is the perfect time to watch a game with friends and enjoy a chilled ale.”

The brewer is also relaunching its golden beer summer mixed pack of 6x50cl bottles of Greene King IPA Gold, Old Golden Hen and the newly launched Old Hoppy Hen.

South added: “Golden ales are becoming ever more popular with drinkers looking for a tastier alternative to lager that still guarantees plenty of refreshment. Golden ale sales have increased 28 per cent year on year. The exciting summer ahead will help continue this trend and attract new drinkers from both lager and cider, who are looking for a more premium taste, to try out the golden ale category.” 

Old Golden Hen will also be available in mini-keg this summer, following on from the success of mini-kegs of Old Speckled Hen.