Supermalt, the UK’s leading malt drink brand, will launch ‘Superwins’, its biggest and most ambitious on-pack promotion to date, this summer.
Launching on 15th June until 24th August 2026, the campaign will feature on the brand’s classic Supermalt and Supermalt Less Sugar 330ml bottles. Consumers will have the chance to win one of over 4,000 prizes ranging from £1,000 cash and Deliveroo vouchers to a year’s supply of Supermalt and branded playing cards. The prizes have been selected to support the brand’s new tagline ‘Come Together’ encouraging people to connect, share experiences and celebrate with Supermalt.
The participating bottles will be available in major retailers nationwide including Tesco, Sainsbury’s, Asda and Morrisons, as well as participating wholesalers and independent retailers.
How ‘Superwins’ works
Every promotional bottle of Supermalt will carry a unique code under the bottle cap. Shoppers can enter their code at the dedicated ‘Superwins’ microsite, accessed by scanning the QR code on pack or entering the URL directly. Once details are submitted, entrants find out instantly whether they’ve won a prize.
Prizes available
The prize pool includes the following rewards, with at least one guaranteed £1,000 cash prize:
- 10 x £1,000 cash prizes (at least one guaranteed to be won)
- 1,000 x Deliveroo digital voucher worth £10 each
- 500 x digital vouchers worth £2 towards their next Supermalt purchase
- 25 x one year’s supply of Supermalt
- 2,500 x Supermalt branded playing cards
All prizes are available to be won, though not all are guaranteed to be claimed.
A bigger, better campaign for 2026
Following the success of the 2023 ‘Scan to Win’ campaign, and with demand for Supermalt continuing to climb following five years of consecutive growth, this on-pack promotion will be much bigger and better. Running across the brand’s best-selling SKUs, ‘Superwins’ offers broader reach, more chances to win and a bolder prize line-up than before.
For retailers, it’s a chance to tap into a high-profile campaign that drives shopper engagement and puts Supermalt front and centre on shelf. For shoppers, it’s a simple scan, enter and win, with the chance to bag something brilliant with every bottle.
Supermalt will be supporting the promotion with special POS displays within selected retailers. A social campaign across Instagram, TikTok and Facebook will build awareness and get ‘Superwins’ in front of shoppers wherever they scroll.
Lindsay Brown, marketing manager at Supermalt, says: “With Supermalt’s new ‘Superwins’ on‑pack promotion, we set out to reward shoppers with something fun, engaging, and a little different. Supporting our new tagline, the prizes were chosen to encourage people to ‘Come Together’ and are about making those moments of connection even better. We’re excited to give our fans even more reason to celebrate with Supermalt!”
For more information please visit supermalt.com
