It’s estimated that the UK spills almost 11 million pints every year during major sporting events. This equates to £52 million pounds of wasted beer, enough to fill over two Olympic-sized swimming pools.

As anticipation builds for England’s second group qualifying game against Denmark today, Heineken has come to the rescue in the form of the infinitely PR-able idea of beer insurance. HeineCare claims to be the world’s first beer insurance, designed to protect against unexpected spillages in nail-biting matches.

While the country crosses its fingers in the hopes that beer will be spilt for all the right reasons, Heineken is ready to soak up the lost pints. If you spill any beer, not just Heineken, in selected venues you can get a pint of Heineken or Heineken 0.0 for free.

The beer brand is also launching a fashion-forward ‘Pint-cho’, a super lightweight beer-resistant poncho to protect fans' clothing from spilled beer.

Available in two stand-out colourways, Heineken green and a retro kit-inspired white version, complete with blue and red shoulder stripes, Heineken claims the Pint-cho is everything traditional Ponchos are not.

Unlike conventional single-use ponchos which are devoid of any colour, stylistic integrity or design, the Pint-cho is a loose-fitting, semi-structured three-quarter length garment made from 100% certified recycled polyester, that can be used time and time again. 20 bottles are recycled to make one poncho - a far cry from what is usually handed out at drizzly fan zones.

The Beer Insurance Plan is running across five pubs in five major UK cities - London, Manchester, Leeds, Liverpool and Newcastle. When someone falls victim to an accidental spillage, all they have to do is scan a QR code that can be found on bespoke beer mats and posters in participating pubs. This will take them to the HeineCare homepage where all they’ll have to do is input some basic information. They’ll then instantly receive a voucher to show to bar staff to claim their replacement pint.

Participating pubs will have a limited number of free Pint-chos available and consumers will also be able to win the fashion-forward items on social media.

Celebrities, football luminaries and high-profile influencers will be sharing content of themselves in their own Pint-chos, circumventing spillages, throughout the tournament.

Stephanie Dexter, Marketing Manager at Heineken, explained: “For as long as we can remember, Heineken has not only celebrated football fans but also championed the glorious, crisp pint and all its beauty. However, when these worlds collide during national tournaments, unfortunately, our beer tends to take the hit - literally.”

She continued: “This year we’re going to be keeping fans of all nations dry; and we’ll be making sure they don’t have to put up with disappointing half or three-quarter pints because of exciting on field antics. Of which we sincerely hope there are many”.

Pat Fitzsimons, landlord at the Faltering Fallback pub in Finsbury Park, London, which is participating in the HeineCare Beer Insurance scheme, added: “We saw plenty of accidental spillages at the pub on Sunday night – mainly when Jude headed in the England goal – and I’m sure it’ll be the same on Thursday. We’re thrilled to be taking part in the HeineCare programme. We’re fully stocked and the bar staff are all ready to pull those replacement pints should any accidental spillages occur. England fans, we’re ready for you”.

As the UK’s summer of sport heats up brands are jostling for consumer attention. It is the perfect point in the marketing calendar to remember the enduring power of a bit of fun. It is easy to forget just how much British consumers love a freebee and some simple straightforward silliness.