In England, football is dangerous for beer

Fans spill an estimated £43M of beer every time England scores. So when England wins, beer loses. With Euro 2024 around the corner, and England picked as favourites, Heineken couldn’t just sit by and let the nation cry over spilled beer. But how could we protect every beer in Britain? 

We created an insurance company…. for beer. HeineCare Beer Insurance, the first replacement plan for beer spilled during football. Any beer. Because that £43m of spilled beer isn’t just Heineken. Our campaign reminded the thousands of fans who spilled that we had their pints covered. 

HeineCare beer replacement plan was a smart, culturally rooted way to get more Heineken into fans’ hands during the Euros.

Rather than running a traditional promo, we turned a fan ritual - throwing pints when England scored - into an opportunity. Every time a fan lost their beer mid-celebration, Heineken replaced it, no questions asked.

England might’ve gone out, but Heineken came out on top.

HeineCare was picked up in over 30 countries, making Heineken the most talked-about beer of the tournament — without a single sponsorship right.

Positive buzz shot up by 133%, purchase intent rose by 50%, and in pubs, sales hit an astonishing £36 million.

We turned spilled pints into solid growth — a 7% increase in volume sales vs the year before- and proved you don’t need big sponsorship money to make a big impact.