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Bitburger kicks off UEFA EURO 2024 campaign in Scotland


Get ready to raise a glass and celebrate the beautiful game with Bitburger, the official beer of Summer Football, as UEFA EURO 2024 approaches. With over three million international football fans expected in Germany in June and July, Bitburger is gearing up for an unforgettable football festival.

As part of its international invitation campaign across 21 European countries, the German beer brand has been seen around the streets of Glasgow, as well as in national newspapers and online media, encouraging Scotland fans to “raise a glass” to “our shared love of football” and “the odd penalty shootout”, celebrating an unforgettable and international football festival together this summer.

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The company expressed its desire for Bitburger to celebrate Germany’s hospitality and one of the most beautiful things in the world: football. What could be better than toasting together with an ice-cold beer to exciting games, spectacular goals, and a legendary atmosphere? With Bitburger’s endorsement, the tournament will provide a global platform to further showcase Germany’s local culture and traditions, and we are confident that another great football festival awaits us.

“Bitburger stands for diversity, openness, human rights, and cultural exchange – all values that underpin our campaign. Football doesn’t speak a national language or belong to one nation alone; it connects and is therefore a sport for everyone, where no one should be excluded.”

Bitburger will celebrate this diversity and inclusivity in its product range, which includes both alcoholic and non-alcoholic beverages. Fans can choose from its conventional, cool Bitburger beer; Radler, a tasty shandy; or Bitburger 0.0% Pils Alkoholfrei. These will be available in the official fan zones spread across ten host cities, including the capital, Berlin, as well as Cologne, Munich, Frankfurt, Hamburg, Dortmund, Leipzig, Gelsenkirchen, Stuttgart, and Düsseldorf.

As an established family company with over 200 years of brewing heritage, Bitburger takes its role in educating consumers about responsible drinking seriously. Fans are encouraged to drink moderately and responsibly, as German beer can have a higher alcohol content than British and Scottish beer. Depending on the type and brewery, these beers usually contain between 3.5 and 5 percent alcohol, compared to 4.5 to 6 percent for German beers; Bitburger Pilsener is 4.8 percent.

The 17th UEFA European Championship will be Germany’s first major football tournament as hosts since the 2006 FIFA World Cup.

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