Molson Coors Brews Beer To Celebrate Football Transfer Window On Sky Sports

Brewer Molson Coors and broadcaster Sky "joined forces to create a limited edition beer celebrating January's football transfer window, the aptly-named Done Deal," according to Ben Bold of MARKETING MAGAZINE. The draught beer "has an alcohol strength of 4% ABV." It is being promoted from Thursday "via a campaign fronted by Sky Sports News HQ presenter Natalie Sawyer." The beer will go on sale at pubs and bars across the U.K. from Jan. 4 until Feb. 29, with the brewer and Sky hoping that "it will attract football fans into their local to watch Sky’s transfer window coverage." Sky Business Managing Dir David Rey said, "January is a massive month for football, with plenty of huge games on Sky Sports to tempt fans through the doors of pubs up and down the country, as well as keeping up to date with all the breaking transfer stories" (MARKETING MAGAZINE, 12/17).