Convenience retailers can drive alcohol sales by promoting Premier League matches in store with displays and offers.

That was the advice from Jim Shearer, Carling brand director, who urged retailers to make the most of the brand’s sponsorship by introducing PoS and promotions to target the 15million people who watch sport at home every week.

“Through our 60 Second Shop category initiative we are looking at ways to create linked deals and displays that remind shoppers which games are on that day,” he told Retail Express.

“We’re also planning on-pack promotions that shoppers can engage with. A recent Carling promotion sold at the same rate you would expect from packs that are 20p cheaper. This means retailers can use these offers to charge more,” he said.

The brand is rolling out redesigned packs on its Original Larger, Cider, Citrus Twist and Premier varieties from March.