The World Cup is one of the biggest moments in the sporting calendar, and this year we wanted to create something that celebrated not only Paulaner, but also the fantastic venues showing the tournament across the UK.

Earlier this year, a selection of accounts signed up to become official Paulaner World Cup Hubs, receiving a dedicated activation package designed to help them stand out during the tournament and showcase one of Munich's most iconic breweries.

“This activation is by far the biggest single investment we've ever made into supporting our accounts."

Point of Sale

Each World Cup Hub received a bespoke support package worth £1,000, packed with everything needed to create an unforgettable matchday atmosphere.

Alongside classic World Cup essentials such as flags, posters, t-shirts, table talkers, menu holders, A-boards and, of course, Paulaner glassware, accounts also received Paulaner-branded 3L Beer Towers. These eye-catching towers not only hero the beer but give customers a fun and sociable way to enjoy the action with friends while watching the game.

To help venues get off to the perfect start, every account also received a free keg of Paulaner to kick off the tournament in style.

Geotargeted Digital Ads

The support doesn't stop inside the venue.

Each World Cup Hub also benefits from £500 of digital advertising spend, funding paid social campaigns delivered through Paulaner's global Instagram account. These ads are geotargeted to people in the local area with interests in football and beer, helping drive awareness among highly relevant consumers.

Every advert links directly to the participating venue's social channels, increasing visibility for both the account and its World Cup offering while highlighting Paulaner as the beer of choice for the tournament.

This marks the first time we've run paid advertising directly for accounts on such a large scale, creating a powerful combination of in-venue visibility and digital reach.

Interested in future activations like this? Explore our Paulaner range and speak to your local Cave Direct Account Manager to find out how you can get involved in upcoming opportunities.