Scottish & Newcastle UK is targeting thousand of consumers in a summer blitz which has started in 40 Morrisons stores and will take in Asda and Sainsbury's branches in July.
The activity in Morrisons will feature 160 "live activity" days which aim to educate consumers about the widget system, launched in the off-trade last year.
This first phase of the programme, which will offer vouchers and the opportunity for shoppers to win The Ultimate Night In, is expected to deliver 48,000 consumer trials, with the total campaign expected to deliver 144,000 consumer trials.
Andy Mitchell, customer marketing manager for trial, said: “This summer’s experiential campaign follows on from successful trial activity we held in the multiple channel last year and led to over half a million consumer trials.
"In each store we will have teams of brand ambassadors creating excitement for the brands to drive trial and uplift.”