Carling Helps Stores 'Relive Iconic Moments' with Limited-Edition FA Cup Cans Campaign
- Guild Secretary
- 5 hours ago
- 3 min read
Carling launches 12 limited-edition can designs celebrating iconic moments from the Emirates FA Cup and Adobe Women's FA Cup
Carling, the UK's leading core lager brand1, is helping retailers tap into excitement around the Emirates FA Cup and Adobe Women's FA Cup with the creation of 12 new limited-edition can designs across its 4x440ml, 10x440ml and 18x440ml multipacks.
Inspired by iconic moments from both competitions, the designs include a full 'Starting XI' line-up and the famous Emirates FA Cup trophy. Each can is designed to be collectible, and every pack features a QR code linking shoppers to an interactive Carling webpage where they can watch clips of the iconic football moments depicted on their can.
The campaign aims to help retailers maximise sales around major sporting events. Carling research shows that around half (55%) of UK adults are interested in watching the FA Cup finals2, while Kantar data indicates that major football fixtures – including final-style events – deliver an average 13% uplift in UK grocery beer sales on match days3.
Limited-edition packs have consistently proven to drive strong engagement in the off-trade. Carling's 2025 FA Cup on-pack promotion saw a 45.6% uplift in sales during the promotional period4, and its 2023 campaign delivered a 68.9% uplift5.
To further support the channel, Carling is offering convenience retailers the chance to win tickets to the Emirates FA Cup Finals at Wembley Stadium through purchase incentives at selected wholesalers and franchised partners, including Spar, Co-op Wholesale, Bestway and Unitas.
Ryan McLaughlin, Brand Director for Carling at Molson Coors Beverage Company, comments:
"The Emirates FA Cup and the Adobe Women's FA Cup are two of the biggest moments in the football calendar, bringing fans together across the country. That creates a huge opportunity for retailers to tap into the excitement and drive sales around the occasion.
"As the Official Beer Partner of the Emirates FA Cup and Adobe Women's FA Cup, we're proud to bring that magic into stores through this campaign. Major sporting events represent a significant opportunity for retail, and Carling's promotional multipacks help retailers capitalise on the moment – tapping into shoppers' excitement and making their stores the go-to destination for fans stocking up ahead of the big matches."
The campaign will be supported by activity across Carling's social channels, in-store activations, the brand's 'Could it be Magic?' podcast, influencer partnerships and collaborations with the FA and club partners.
About Molson Coors
For over two centuries Molson Coors has been brewing beverages that unite people for all of life's moments. We have breweries across the UK, including our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands, from the UK's leading core lager brand, Carling, to popular favourites such as Coors, Madrí Excepcional, Pravha, Staropramen, Atlantic Pale Ale, Cobra and Doom Bar.
While its history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle, with a growing beverage range in the UK and Ireland including Aspall Cyder and Rekorderlig.
Footnotes
1. CGA GB On Trade Volume 52 w/e 1-Nov-25 / Circana GB Off Trade 52 w/e 1-Nov-25
2. Survey of 1,000 UK adult beer and cider drinkers, May 2025
3. Kantar data via The Drinks Business, 2024 (https://www.thedrinksbusiness.com/2024/07/football-fans-boost-uk-sales-across-on-and-off-trade)
4. Molson Coors' analysis using Prophet machine learning algorithm, May 2025
5. Molson Coors' analysis using Prophet machine learning algorithm, January 2024
For more information:
James Yapp, Senior Account Executive, Citypress
T: +44 (0)161 235 0309
Email: James.Yapp@citypress.co.uk
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