Aimed at 18-30 year olds, a Beer Money voucher entitles the holder to €100 (£69.18) in cash when a holiday is booked with an ABTA-bonded tour operator such as Club 18-30, 2wentys or Freestyle through Landround travel.
The €100 of currency will be issued with tickets and travel documents and can be spent on beer or anything else the holder fancies on their holiday.
The firm, however, stands to be accused of cashing in on the trouble young Brits cause abroad while under the influence of alcohol by designing a promotion designed to help them pursue their binge drinking.
Landround say the promotion is designed to incentivise young people in any sector and is available to companies including those beyond Landround's existing database.
In creating the promotion, Landround asked what young people really want, with 20-year-old marketing assistant Sophie Wright heading up qualitative research.
Loundround found that once the target market had saved enough money for a holiday, they often had little left over to take to spend -- hence Beer Money.
David Lyne, Landround chief executive, said: "Beer Money is a first for Landround. It is our only promotion designed specifically for the youth market, which is a current growth area. This promotion will pave the way for further expansion of our voucher portfolio."
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