Drinks firms are definitely looking forward to the event as beer is the drink of choice for most fans, whether watching the games at home or going to the pub during a hot summer of football.
Carlsberg brewers Photos Photiades are anticipating the event and the benefits it will bring for them.
Carlsberg Brand manager for Cyprus, Louis Kangas told the Financial Mirror that they are particularly excited about the prospects. Kangas said that football and beer are a great combination.
“Fans gathering at pubs or in homes will be mostly consuming beers rather than any other beverage and because the games take place daily, people will be also consuming beer during the week, and not only on weekends.”
During the hot summer months, beer sales are always on the rise, but as KEO Brand Manager George Georgiou said: “The World Cup is expected to boost sales at least by 15% compared to the same period last year”.
KEO which has seen its sales follow an upward trend, is looking forward to the tournament as the market is expected to heat up with beers sales increasing in pubs, cafes and at supermarkets.
“The increase is expected to make intensifying competition,” said Georgiou.
KEO has launched a special promotional campaign, “The Game is On”. The campaign is designed to attract more consumers during the World Cup and will run in sports bars, pubs and cafes islandwide.
“Any consumer buying two KEO bottles or two draught beers will get a pint glass with the KEO logo and will enter a draw with the prize being a season tickets to watch their favourite Cypriot team in the league for the 2018 -2019 season,” said Georgiou.
The campaign will also run in selected Cypriot supermarkets where consumers can participate through their supermarket loyalty cards.
“During these kinds of events, Cypriots like to enjoy the games with their food,” said Andreou.
He said the spike in sales will be felt more acutely in the capital Nicosia, rather than the coastal towns.
Andreou said that the franchise will be giving away a glass in the shape of the World Cup trophy with every big meal. “We expect to see big meal sales double”.
McDonald’s is one the official sponsors of the World Cup. AlphaMega Hypermarkets, said that they couldn’t be absent from the biggest sports event.
AlphaMega brought over Argentine football legend Roberto Ayala who appeared for his country a total of 112 times, wearing the captain’s armband a record 58 times.
“Our collaboration with Roberto Fabian Ayala is one of the most beautiful ones we have ever made. We gave our customers the chance to get to know this great player, but also to play Flipper Ball with him, a game created by our supermarkets exclusively for the World Cup,” said Constantinidou.
She said AlphaMega expects a significant increase in items such as snacks, drinks and food, which are on special offer during the World Cup. There is also collaboration with fast food providers and sports outlets.
“We reward our regular customers by offering coupons for free pizza (1 + 1) and 1 free cheese stick from Papa John’s