International partner of the UEFA Euro 2016, Carlsberg has launched its new campaign in France to promote its alcohol-free beer, the Kronenbourg’s Tourtel Twist.

In line with the French law known as “loi Evin” that prohibits advertising or promotion of alcoholic beverages, the fourth largest beer brand worldwide will promote the Tourtel Twist throughout the event.

Launched at the very beginning of 2015, Carlsberg aims to double the sales of the product in 2016 on the back of this partnership with UEFA. And considering Kronenbourg is the leading non-alcoholic beer brand in France with 70% of the non-alcoholic sales, it should easily achieve it.

Carslberg and Tourtel Twist have already launched their social activation with a photo contest on Twitter, Instagram and Facebook until the end of June. Using the hashtag #TrinquonsPourlEuro (#ToastForEuro) and posting a photo or a video featuring a Tourtel Twist, users can win tickets to the tournament.

As part of its sponsorship of the event, Carslberg will have significant brand presence in the refreshment areas and restaurants of all stadiums as well as add a “Carlsberg Suite” in each city’s fans zone.

In another quirky innovation for their Euro’s sponsorship, Carlsberg will supply the vendors by using a collection of refrigerated lorry-tanks.

Gagnez des places pour l’UEFA Euro 2016™ du 01/02 au 29/05 en trinquant avec @TourtelTwist #TrinquonsPourLEuro pic.twitter.com/2KEoYkEpLd

— Tourtel Twist (@TourtelTwist) January 27, 2016