The Who Wants To Be A Football Millionaire? campaign will run across five of the company’s top-selling brands – Foster’s, John Smith’s, Kronenbourg 1664, Strongbow and Bulmers – from May to August.
The UK-wide on-pack promotion is designed to help retailers profit from ?the 2010 World Cup and will feature on a wide range of packs and cans.
Consumers can enter by calling a hotline, quoting the barcode on promotional packs, and answering a football-related question.
Ten correct entrants will be drawn to play live in the Who Wants To Be A Millionaire? studio with Chris Tarrant and each will receive £1,000.
A series of Fastest Finger First rounds will be played to select one person to face Tarrant in the hot seat with a chance to win £1 million.
Shaun Heyes, head of customer marketing for the off-trade, said: “Football Millionaire cleverly combines the unrivalled popularity of the greatest football event in the world with a quiz show which has recorded some of the highest ever ratings for any British TV game show.
“As a result, we have created a promotion that is instantly recognisable and will be attractive to a wide range of consumers, both male and female, making it a fantastic profit opportunity for retailers.”