InBev UK is running a Becks Vier promotion giving away 60,000 promotional glasses.

The promotion will run across 300 wholesalers and 3,000 independent retailers in England and Wales. The company aims to generate sales by stimulating impulse purchases of the German-brewed lager. Customers who buy two six-packs of Becks Vier are given a free branded glass. The glass is the same as those used by the brand in pubs and bars and features a distinctive square base and embossing.

"Added-value offers are popular with shoppers as they receive an immediate reward rather than having to send off vouchers or coupons, as with many promotions. They are also popular with retailers as they are proven to stimulate impulse purchase," says InBev commercial director of off-trade Simon Harrison