Guinness is launching new collectable limited edition glassware throughout the off trade to coincide with the Rugby World Cup.

Some 300,000 glassware packs will be available to stores as part of the brand’s biggest availability drive across wholesale, convenience and multiples.

There will be six glasses to collect, each with a unique name associated with the rugby occasion. The limited-edition glass promotion will sit within special 10 packs of Guinness.

Guinness has also launched a new campaign celebrating stories of strength of character and integrity from the world of rugby. Rather than focus on physical attributes of what makes a rugby player, this campaign looks to inner qualities like courage, empathy and resilience.

The adverts feature former Wales captain Gareth Thomas and former South African player Ashwin Willemse.