CARLING has launched 12 new limited-edition can designs to celebrate the Emirates FA Cup and Adobe Women’s FA Cup.
Inspired by iconic moments from both competitions, the designs include a full ‘Starting XI’ line-up and the famous FA Cup trophy. Each can is designed to be collectible, and every pack features a QR code linking shoppers to an interactive Carling webpage where they can watch clips of the iconic football moments depicted on their can.
The campaign aims to help retailers maximise sales around major sporting events. Carling research shows that around half (55%) of UK adults are interested in watching the FA Cup finals, while Kantar data indicates that major football fixtures – including final-style events – deliver an average 13% uplift in UK grocery beer sales on match days.
Limited-edition packs have consistently proven to drive strong engagement in the off-trade. Carling’s 2025 FA Cup on-pack promotion saw a 45.6% uplift in sales during the promotional period, and its 2023 campaign delivered a 68.9% uplift.
Ryan McLaughlin, brand director for Carling at Molson Coors Beverage Company, commented, “The Emirates FA Cup and the Adobe Women’s FA Cup are two of the biggest moments in the football calendar, bringing fans together across the country. That creates a huge opportunity for retailers to tap into the excitement and drive sales around the occasion.
“As the Official Beer Partner of the Emirates FA Cup and Adobe Women’s FA Cup, we’re proud to bring that magic into stores through this campaign. Major sporting events represent a significant opportunity for retail, and Carling’s promotional multipacks help retailers capitalise on the moment – tapping into shoppers’ excitement and making their stores the go-to destination for fans stocking up ahead of the big matches.”
