Crabbie’s is kicking off a raft of activity to coincide with the start of the new Rugby Union season and Autumn Internationals.

From now, an on-pack promotion and a new packaging design will be found on 330ml and 500ml bottles of Crabbie’s Alcoholic Ginger Beer Original and Scottish Raspberry, with rewards codes for consumers printed on the bottle.

The on-pack promotion, which will run until the end of May 2018, provides consumers with the opportunity to win a range of rewards from a weekly prize draw, as well as support 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 complements other Crabbie’s initiatives to promote its association with the game, including headline sponsorship of the National Rugby Awards in August 2017 as well 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.”