# Collaboration Football Beer Branding The Carling Emirates FA Cup Can is Limited-Edition By Michael Hemsworth | Published 2023-09-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/carling-emirates-fa-cup References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/carling-launches-limited-edition-fa-cup-inspired-cans-28-09-2023/) & [carling](https://www.carling.com)  The Carling Emirates FA Cup branding has been announced as a new packaging design for the beer brand in the UK to help get fans excited for the football season. The branding includes the beer's signature logo and information, but is also accented by the Emirates FA Cup trophy alongside cheering fans and the [Wembley](https://www.trendhunter.com/trends/shuttle-service) arch to give it a sports fan-focused profile. The beer packaging will make its debut starting in October to help build excitement for the tournament, and will be supported by in-store point of sale (POS) materials like football-themed graphics and more. Brand Director at [Molson Coors Beverage Company](https://www.trendhunter.com/trends/paint-your-pint-competition) Lee Willett spoke on the Carling Emirates FA Cup branding saying, "Sporting occasions are a massive opportunity for our customers to drive sales and many fans will have each round of the FA Cup earmarked in their calendars. This [limited-edition packaging](https://www.trendhunter.com/trends/two-robbers-spirits) will help retailers build on this excitement and inspire more purchases from excited football fans planning to watch the games with their friends and family.” ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 28% | Activity: 35% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Limited-edition Packaging:** The Carling Emirates FA Cup branding introduces a limited-edition packaging design to enhance consumer excitement for the football season. - **Sports Fan-focused Profile:** The beer packaging features the Emirates FA Cup trophy, cheering fans, and the Wembley arch, creating a sports fan-focused profile to attract football enthusiasts. - **Football-themed Graphics:** The in-store point of sale materials will include football-themed graphics to further engage and entice consumers during the tournament. ### Sectors Adopting This - **Beer & Beverage:** The Carling Emirates FA Cup branding provides an opportunity for breweries and beverage companies to leverage limited-edition packaging designs to boost consumer interest and sales. - **Sports Apparel:** The sports fan-focused beer packaging design presents a potential collaboration opportunity for sports apparel brands looking to tap into the football fan market. - **Retail & Point of Sale:** The inclusion of football-themed graphics in the in-store point of sale materials creates an innovative opportunity for retailers to create immersive and engaging shopping experiences. ## Related on Trend Hunter - [Football Team-Themed Beers](https://www.trendhunter.com/trends/aberdeen-football-club-and-fierce-beer.md) - [Football-Themed Beers](https://www.trendhunter.com/trends/kickoff-beers.md) - [Limited-Edition Football-Branded Bottles](https://www.trendhunter.com/trends/wrexham-afc.md) - [Football-Themed Drink Carriers](https://www.trendhunter.com/trends/stanley-1913-x-arsenal-collection.md) - [Collaboration Soccer-Celebrating Tumblers](https://www.trendhunter.com/trends/stanley-1913-cups.md) - [Football-Themed Beverage Collaborations](https://www.trendhunter.com/trends/igloo.md) - [Reactive Fan-Based Football Campaigns](https://www.trendhunter.com/trends/coors-light-coors-light.md) - [Heritage-Honoring British Beers](https://www.trendhunter.com/trends/carling-black-label.md) - [Football Challenge Campaigns](https://www.trendhunter.com/trends/beat-the-icon.md)