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20th April 2023

Staropramen partners with Everdure by Heston Blumenthal for BBQ campaign

  • Molson Coors’ iconic Staropramen brand has partnered with Everdure by Heston Blumenthal for a unique BBQ promotion
  • Consumers will have the chance to win hundreds of BBQ prizes – including an Everdure BBQ
  • The promotion builds on Staropramen’s 11.4%[1] value sales growth

Molson Coors has launched a new barbecue-themed on-pack promotion and global campaign for the #1 Prague beer in the world – Staropramen, this summer.

The activity sees Staropramen partner with world-famous chef Heston Blumenthal & his ‘Everdure by Heston Blumenthal’ BBQ range, in a global campaign under the tag line ‘BBQ Like an Expert’.

From 1st May, until the 30th of June, consumers in the UK & Ireland can scan a QR code on packs of Staropramen and in-store POS to enter, with the chance to win an Everdure by Heston Blumenthal 4K BBQ, as well as Staropramen-branded BBQ accessories and supplies.

Staropramen has worked closely with Michelin-starred chef Simon Hulstone to create inspiring video content with BBQ ideas for consumers to try out throughout the summer season.

The campaign will be supported by digital advertising, paid social media activity, and point-of-sale (POS) materials to create theatre in-store.

The promotion builds on the brand’s 11.4%[2] value sales growth, after a multi-million-pound investment last year, which included the launch of Staropramen’s biggest-ever marketing campaign – “Brewed By Experts, For Experts” – and more recently the launch of Staropramen 0.0% in March this year.

Kathryn Reynolds, Marketing Controller – Premium Beers at Molson Coors Beverage Company, said: “With summer approaching and BBQ season with it, we wanted to reward our Staropramen drinkers with some expert BBQ prizes, while fuelling momentum behind the growing brand[3] boosting sales.

“Our interactive campaign is designed to encourage consumers to do the same by spicing up their barbecues this summer. We hope the interactive on-pack promotion and POS materials will help retailers drive sales and engage shoppers in a memorable way.”


[1] IRI GB data, 12 weeks to 31/12/22

[2] IRI GB data, 12 weeks to 31/12/22

[3] IRI GB data, 12 weeks to 31/12/22

Contact: James Yap, Citypress,