Crabbie's reveals rugby-themed on-pack promotion

06 October, 2017

Crabbie’s is kicking off a raft of activity on the back of its long-term sponsorship and connections to rugby, to coincide with the start of the new Rugby Union season.

The producer of the alcoholic ginger beer is launching an on-pack promotion and a new packaging design across 33cl and 50cl bottles. The on-pack promotion, which will run until the end of May 2018, will run across its core Crabbie’s Alcoholic Ginger Beer Original and also its Scottish Raspberry variant.

The activity offers consumers the opportunity to win a range of rewards from a weekly prize draw, as well as supporting their local grassroots rugby club by donating points, which can be exchanged for rugby equipment.

To enter, consumers will need to purchase a promotional bottle and log onto to enter their unique code and contact details. Prizes include an LG TV, Fitbits, Soundbars and lots of Crabbie’s branded gear.

Rugby Rewards complement other Crabbie’s initiatives to promote its association with the game, including headline sponsorship of the National Rugby Awards 2017 as wlel as remaining the Official Partner of Scottish Rugby Union, and Official Ginger Beer of Welsh Rugby.

Anja Weise-O’Connor, senior marketing manager for Crabbie’s at Halewood Wines & Spirits, said: “Over the past year, Crabbie’s has been known for its strong links with rugby at all levels, from professional to grassroots, and we are pleased to continue that relationship with a fantastic campaign which surrounds the entire rugby season.

“With enhanced visibility on shelf, thanks to limited-edition packaging, the promotion gives retailers the opportunity to increase sales, as well as maximise on opportunities for repeat purchases with the weekly prize draw, which will remain for the duration of the season.”

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