Retailers who buy eight cases of 50cl eight-packs get 12 boxed glasses to use in their own in-store promotions. POS will support retailers' free glass offers.
Promotional stock is in over 100 wholesalers and Inbev estimates that some 6,000 independents will take part.
The chalice glass, introduced in the on-trade last year, is claimed to keep the beer colder, retain more flavour and create a better head.
Simon Harrison, commercial director for the off-trade at Inbev UK, said: "This will help spur impulse buys and reward brand loyalty during the peak for lager."