From May, multi-packs of John Smith's, Foster's, Kronenbourg 1664, Strongbow and San Miguel will feature a promotion offering customers the chance to exchange three tokens for a branded chiller glass.
The promotion will be run in conjunction with an online competition on www.refreshingthenation.co.uk offering 100 people a day the chance to win on of the glasses.
Carol Saunders, head of customer marketing for the off-trade at S&N UK, said the idea for the promotion came from research that showed that more than 80 per cent of drinkers like to serve "pub quality" drinks when entertaining friends at home.
"The chiller glass meets this need by providing consumers with a means of keeping drinks perfectly chilled while increase brand loyalty among both new and existing drinkers," she said.
ďThe on-pack promotion will encourage repeat sales and allow us to effectively target people who consume beer and cider products in groups. The online aspect of the campaign will create more excitement, allowing individual consumers to interact with the brand."