Scrumpy Jack handed out free samples of its cider at England's test matches, one-day internationals and county games.
The company distributed 117,500 samples during the summer and sales at all match grounds rocketed 500%. The promotion was created by brand experience consultancy RPM and was designed to support Scrumpy Jack's second year of sponsoring the England cricket team.
RPM also provided 25ft branded 'windy men' to celebrate boundaries.
'We wanted to boost awareness of the brand and this was a novel and innovative way of doing it,' said RPM project manager Tim Medcalf. 'We targeted a specific audience in an environment in which they were comfortable.'