David Scott, director of customer marketing, said: “Around 60% of that revolves around the start of the year and the World Cup.
“Lager sales in 2006 were bigger than Christmas in grocery, it's like having two Christmases in a year.”
An on-pack promo will give the chance for four winners to win a place to see an England training session, a VIP day at Wembley and the opportunity to be in a Carlsberg ad. The competition will run on 2.6 million Carlsberg packs.
A national road show with a branded bus will reach 500,000 consumers, Scott said.
The campaign will also be backed up with national press, radio and viral adverts, plus a dedicated youtube page. A TV ad will be launched in May.