Heineken – at the heart of European club rugby for over 20 years…and counting 

Ahead of the launch of the new European Rugby Champions Cup and Challenge Cup competitions, leading premium lager brand in the on-trade Heineken has re-affirmed its commitment to European rugby and looks forward to a great season both on the pitch and in the trade.

“Heineken will continue to be right at the heart of the game, bringing great rugby moments to the on-trade – just like it always has,” the company has stated.

The new era for rugby has given rise to an exciting new Heineken rugby campaign as ‘This Star Remains Constant’ sees pubs across Ireland transformed into official European Rugby Champions Cup venues using innovative POP visibility.

External visibility, througheye-catching front-of-pub creative and digital curtains, will transform pubs across the country and drive people en masse to the on-trade to enjoy the games.

With its new rugby campaign Heineken is supporting a greater number of on-trade accounts than ever before. This season, rugby fans can enjoy the build-up to games in dedicated Heineken Rugby areas, enhancing customers’ experiences for an even greater pub match atmosphere.

Watch out for the Heineken Rugby squad who’ll visit pubs on match days – lots of great prizes are up for grabs. Heineken is also offering over 300 rugby fans the chance to win match day tickets or an official rugby club jersey in their local in the lead-up to match day.

Michelle Flood, On-Trade Senior Planning & Activations Manager at Heineken Ireland, said that the start of a new competition brings fresh opportunities for Heineken and on-trade customers.

“Heineken’s commitment to European club rugby is stronger than ever and we’ll continue working closely with our customers to create memorable match day experiences for rugby fans,” she says.

“The dawn of this new era for rugby is an exciting time for rugby fans and Heineken is fully focused on building on the success of previous associations with European club rugby to create unforgettable experiences.

“Since the dawn of the professional game, Heineken’s commitment to European club rugby has remained constant. As proud sponsor of both the European Rugby Champions Cup and European Rugby Challenge Cup, Heineken is looking forward to yet another unforgettable season of European club rugby.”


Sign Up for Drinks Industry Ireland

Get a free weekly update on Drinks Industry trade news, direct to your inbox. Sign up now, it's free