Drinkaware partnered with Staropramen 0.0 and Edgbaston Stadium to raise awareness of moderation at the highly anticipated T20 cricket semi-finals and Finals Day (14 September 2024).
Throughout these events, cricket fans had the chance to sample Staropramen 0.0 alcohol-free beer as well as engaging in an interactive ‘Spin the Wheel’ game, designed to promote awareness of Drinkaware’s Drinking Check.
The Drinking Check is a quick and easy online quiz that helps users understand their drinking habits and offers tailored advice and support for those who may need help moderating their consumption.
Through the partnership digital adverts also featured across LED screens around the ground, in the concourse and printed materials with links to the Drinking Check were given out to spectators throughout the day. Additionally, the Drinking Check was featured in the official spectator guide.
Flick Jones, Senior Brand Manager at Staropramen, said:
“This collaboration allows us to offer fans the opportunity to savour the refreshing taste of Staropramen with zero alcohol and promote Drinkaware's new Drinking Check resource which can help people to better understand their own drinking habits.”
This successful collaboration not only highlighted alcohol-free alternatives but also demonstrated how engaging activations can encourage more mindful drinking choices at major public events.