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The brand has hidden 20 golden tickets inside special Carling cans in promotional four-can multi-packs.
Each ticket is worth more than £4,500 and offers shoppers the chance to win “everything a football fan will need to enjoy the season ahead in comfort and style”, such as a 65-inch Smart TV, soundbar, TV Sports Pass, £1500 sofa voucher and £200 takeaway voucher.
Winners will also receive a one-year supply of Carling, a Carling football table, Carling beer fridge and Carling glassware four-pack.
The promotion will run for 20 weeks and give shoppers the chance to win a prize every week throughout the remainder of 2021.
Kevin Fawell, off-trade sales director at brand owner Molson Coors Beverage Company, said: “After a brilliant summer of football, anticipation is building for the new season and next year’s tournament like never before.
“Our new promotion captures that sense of excitement with an innovative mechanic that will keep shoppers guessing until the moment they open the can and provide an instant moment of delight for the winners.
“There is nothing else quite like our Golden Ticket competition on the market and the prize itself is a one-of-a-kind package that we’re sure consumers will love.
“We are confident this will help maintain the momentum of the nation’s football fever into the new season and beyond.”
