On-pack promotion for McEwan's Export

23 February, 2011

McEwan’s Export is offering consumers the chance to be a Scottish Laird for a day in an on-pack promotion.

The prize comprises a week’s stay on a private Scottish estate for up to six people, with opportunities to go stalking, fishing or hill-walking.

Other prizes of a “perfect day” in Scotland are a golf day at St Andrew’s, a weekend in Edinburgh for Hogmanay or a stay at Dalhousie Castle.

The promotion runs through March and April on single 50cl cans and 12-packs.

Packs will drive consumers to a website to enter the competition.

John Edwards, marketing director at Jygsaw Brands, said: “The promotion celebrates McEwan’s Scottish heritage and will help retailers to drive more trial and sales in the ale category.”




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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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