Heineken has launched a campaign to help publicans make the most of sales opportunities in the UK during this year's Rugby World Cup.

The brewer's UK unit said today (14 August) that, as well as sponsoring the tournament, which kicks off on 7 September, it will provide pubs in the UK with a range of point-of-sale materials to encourage drinkers to watch the match in their particular establishment.

Heineken UK customer marketing controller Chris Duffy said: "With no football World Cup or European Cup this year, and one of the wettest July's on record, the Rugby World Cup also provides licensees with the chance to catch-up on sales."

The company also said that it will include a 'Perfect Try' kit, with limited edition Rugby World Cup branded merchandise and a stamp scorecard for each drinker. Once they have collected five stamps, they can exchange their scorecard for a branded pint-glass.

Duffy added: "September and October are set to be busy months for many licensees, so it is important to plan ahead if you want to make the most of the Rugby World Cup. Make full use of point-of-sale materials to promote the games you'll be showing in your pub, but above all, ensure your cellar is well stocked to deal with the demand."