Retailers can drive mid-week alcohol sales as Heineken kicks off a new on-pack promotion in partnership with UEFA Champions League.

Running until March across the brand’s bottle and can multipacks, the Heineken promotion will give shoppers the chance to win prizes in weekly draws.

The prizes include access for four people to the BT Sport Champions Lounge, as well as 4,500 BT Sport subscriptions.

Craig Clarkson, off-trade and category director at Heineken, said the promotion will help retailers drive sales ahead of Tuesday and Wednesday match nights.

“Retailers need to ensure their chiller is stocked up with plenty of Heineken limited-edition packs for shoppers who are buying for later that day,” he added.