Retailers can drive cider sales this summer as Strongbow unveils an on-pack promotion, which is giving away festival tickets until July 13.

The brand is partnering with Isle of Wight Festival, Kendal Calling in Cumbria or Victorious Festival in Portsmouth to give eight winners a prize worth up to £10,000.

Other prizes such as tents, sleeping bags, Bluetooth speakers and mobile chargers are also up for grabs.

The promotion is rolling out on 10-packs of Original, Dark Fruit and Cloudy Apple cans, as well as 12-packs and 20-packs of Strongbow Original cans.

Shoppers can enter the competition by submitting an imaginative way of arriving at any of the three festivals.

Toby Lancaster, category and shopper marketing director at Heineken, said the on-pack promotion would give retailers the opportunity to drive excitement and appeal to festival goers.

“Retailers should ensure their chiller is stocked up with these limited-edition packs to maximise the summer sales opportunity,” he said.