to drive four-packs.
Carlsberg said research has shown that with more people staying in than going out,
"top-up shopping" is increasing.
The beer giant is developing a series of POS to aid in pushing the four-pack, and has also developed a
Probably the Best Night In
campaign to increase off-trade sales and awareness.
The campaign will focus on appointment-to-view TV programmes, especially mid week football matches.
Carlsberg has linked up with Talksport to run
ads and an on-air competition to win "probably the best night in", which
involves a live broadcast from the winner's home attended by two members of the England football squad.
David Scott, head of customer marketing, said: "Impulse shopping is definitely on the up."