Greene King offers rugby-branded packs

12 January, 2007

Greene King is getting ready for the Six Nations rugby tournament by launching a rugby-branded wrap for its standard cans, and a new 12x44cl multipacks. The move comes shortly after Greene King signed a 5 million deal to become the official sponsor of the Rugby Football Union for four years.

Take-home director Neil Jardine said: "Fans of rugby tend to appreciate quality ale so the link between Greene King IPA and England rugby is perfect. We know that over 10 million ale drinkers watch rugby on TV, so this sponsorship gives us a powerful way to connect with our consumers in the off-trade. "

Diageo's Guinness is also backing the contest, with rugby-branded packaging, a Guinness glassware send-away offer and point-of-sale material.

There will also be an on-pack promotion on all six-packs to win a 40" high definition LCD TV, Sky HD box and a year's subscription, and one of 2,500 pairs of tickets to the Guinness Premiership.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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