The final stages of Carling’s sponsorship of Celtic and Rangers is set to roll out, with a new glassware campaign offer being used to reinforce the brand’s commitment to sport.

Carling will be replaced as lead sponsor of the Old Firm from next season when rival lager brand Tennent’s takes over.

The Carling-branded Old Firm glassware promotion will run across 537 bars throughout Scotland with customers being offered a scratch card after purchasing a pint of Carling, giving them the chance to win a glass embossed with the logo of either Celtic or Rangers.

Each bar will receive a POS kit containing individually boxed Carling glasses, scratch cards, tent cards, strut cards and posters.

Paul Miller, director of sales, Scotland commented: “We have brought out this limited edition glassware to celebrate the successful partnership between Carling and the Old Firm, which has given Carling great momentum since entering the Scottish market in 2002. This activity will also sustain our aim of driving consumers back into the pubs, and supporting the On Trade in the current challenging economic environment.”

Carling will also launch the ‘Pint Right Programme’ this month.

The activity  includes an in outlet, hands on ‘Cellar-to-Glass’ training, bar staff training to help all staff master the perfect serve and an ongoing support plan, helping customers  serve great beer all the time.

Last month, Carling was named official beer sponsor of Scottish Rugby.