With the UK in the grip of a summer sport, Heineken has unveiled the world’s first-ever “beer insurance policy” to protect football fans against “unexpected spillages”.

Created by the Dutch brewery’s agency of record Publicis London, ‘HeineCare’ will provide beer lovers and football fans with some reassurance, as estimates indicate that around 11 million pints are spilled in the UK during major sporting events.

If a beer gets spilled in either celebration or commiseration, fans will now be able to scan a QR code found on bespoke beer mats and posters in participating pubs that will take them to the brand’s HeineCare homepage.

“Beer insurance is exactly the thing every football supporter never knew they needed, until now,” Publicis London chief creative officer Noel Bunting said.

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“We wanted the creative to speak directly to fans who know first-hand how easy it is to spill your beer while enjoying the match and let them know, there’s no need to worry anymore. Dry your eyes and the table – HeineCare has you covered.”

Upon filling out some basic information, thirsty fans will be able to claim a replacement in the form of a free pint of either Heineken or Heineken 0.0.

Heineken marketing manager Stephanie Dexter added: “Heineken is committed to showing that being a real fan is not about how you look – it’s about how you behave and express your love for football.

“But in the UK, we know expressing your love for football can be dangerous for beer. So, this summer, Heineken is committed to taking on the crucial job of protecting fans’ beer.”