Staropramen 0.0% and Drinkaware to promote 'Drinking Check' at T20 Blast Finals Day

We’ve partnered with Drinkaware to help promote its Drinking Check resource and bring our unique zero-alcohol beer, Staropramen 0.0% to the highly anticipated T20 Blast Finals Day.

A Staropramen 0.0% truck will be visiting Edgbaston on the T20 Blast Finals Day (14th September) to encourage fans to use the online Drinking Check, which has been developed by Drinkaware to help people understand their drinking habits. By completing the Drinking Check, fans can gain valuable insights into how much they are drinking, whether they are putting their health at serious risk and receive personalised results and guidance.

There will also be opportunities for fans to sample Staropramen 0.0%, and an interactive ‘Spin the Wheel’ competition where fans can win prizes including tickets to a blast fixture of choice at Edgbaston next year, a year’s supply of Staropramen 0.0% and free drinks tokens - all while enjoying the excitement of live cricket.

Our collaboration with Drinkaware’s Drinking Check resource will also be highlighted in a section of the spectator guide, and there will be advertising on screens throughout the ground to direct fans to the website. 

We launched Staropramen 0.0% in the UK in 2023 after more than two years of perfecting the recipe, which delivers the refreshing, malty taste Staropramen is known for, but with zero alcohol.

Flick Jones, Senior Brand In Channel Manager for Staropramen said:

We’re committed to promoting responsible drinking, which is why we’ve partnered with Drinkaware for the upcoming Edgbaston T20 Blast Finals Day. This collaboration allows us to offer fans the opportunity to savour the refreshing taste of Staropramen 0.0% and promote Drinkaware's new Drinking Check resource which can help people to better understand their own drinking habits.

With more zero-alcohol options available than ever before to cater to growing demand in this category, we know consumers want zero alcohol drinks that still truly deliver on flavour. The Staropramen team have perfected a method to offer just that - so that consumers can enjoy that premium Staropramen taste, at a 0.0 percentage.

Karen Tyrell, CEO of the charity Drinkaware, said:

It’s great to partner with Staropramen 0.0% as part of our campaign to get more people to check their drinking. Many of us regularly check our blood pressure and cholesterol, but research shows that two-thirds (66%) of adult drinkers in the UK, an estimated 30 million people, have never been asked to check their drinking.

The Drinking Check is a quick and easy way to find out if your drinking is putting your health at serious risk. Enabling fans at Edgbaston to enjoy the cricket and hopefully encouraging people to switch to zero alcohol drinks, as a way to help moderate their drinking.

Claire Daniel, Operations Director at Edgbaston, said:

We are proud to partner with Molson Coors and to bring Staropramen to Edgbaston as part of our commitment to offering a diverse and inclusive range of drinks for all our guests. By introducing Staropramen 0.0%, we ensure that everyone at Edgbaston, regardless of their preferences, can enjoy the match day experience. Promoting responsible drinking is a key priority for us, and through our partnership with Drinkaware, we continue to emphasize the importance of making informed choices and ensuring that Edgbaston remains a welcoming and safe environment for all.

Enjoy our brands responsibly 

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