The Bitburger Brewery Group is using the 2026 FIFA World Cup for extensive activation at the point of sale. The focus is on a limited packaging edition of Premium Pils in collector's cans, which picks up on key moments in German football history and is intended to generate additional attention in the retail sector.
Bitburger is launching a limited can edition of its Premium Pils onto the market at the beginning of March 2026. The 0.5-litre cans will appear in five different designs that pay tribute to significant chapters in German football history between the 1954 World Cup title in Bern and the 2014 triumph in Rio de Janeiro. A fifth can represents the current tournament year 2026.
According to the company, the design is intended to evoke memories of historic football moments and at the same time create a collectable character. The aim is to increase the brand's visibility in the retail sector and create additional purchasing impulses.
In addition to the special edition of the Premium Pilsner, other products will also appear in the themed packaging design. These include the non-alcoholic Pilsner, the 0.0 % Herb product and a 5-litre can. The retail range is complemented by appropriately designed trays and outer packaging.
Bitburger is launching a crown cap campaign to accompany the introduction of the special packaging. Between 3 March and 15 June, consumers can scan QR codes under promotional crown corks and take part in competitions. Prizes include football trips, public viewing experiences and signed fan merchandise.
According to the company, eye-catching placements at the point of sale will accompany the packaging campaign for several weeks.
Campaign flanks packaging activation
The „Bitte nehmt's in die Hand“ campaign will also be launched in April. It shows everyday scenes from football broadcasts and fan moments and, according to Bitburger, aims to strengthen the emotional connection between fans and the German national team.
Source: Bitburger
