To celebrate Crabbie’s headline sponsorship of the Grand National 2016, United Wine Merchants – who distribute the iconic brand throughout Northern Ireland – has announced an on pack offer with a range of prize incentives.
The on pack promotion will give consumers the chance to win a £50,000 cash prize with a range of other prizes are also up for grabs, including Give It Some Ginger bags, Crabbie’s branded sunglasses, flip flops and t-shirts along with bottles and cans of Crabbie’s Alcoholic Ginger Beer. Point-of-Sale kits including Crabbie’s Grand National branded free standing display units will be distributed throughout the On Trade.
The marketing campaign is themed around the line ‘Give it Some Ginger’- a play on Crabbie’s Ginger Beer’s name. Consumers will be encouraged to enter the competition by peeling back the inside flap of the bottle label on promotional bottles to reveal a unique code. Consumers then enter the code on www.crabbiesgingerbeer.co.uk/grand-national-competition .The consumer then gets to pick a horse out of three which will then race through famous landmarks in Liverpool – if they get to Aintree they win a prize.
The offer will run across all 500ml and 330ml bottles of Crabbie’s Alcoholic Ginger Beer throughout the Off and On Trades and competition stock will be available until October.
Emma Haughian, Brand Manager at United Wine Merchants said: “The 2015 Crabbie’s Grand National was attended by over 150,000 spectators and watched by over 6m worldwide. The sponsorship is the perfect brand visibility opportunity, and the promotion will allow fans of Crabbie’s Alcoholic Ginger Beer in Northern Ireland to join in with the excitement of The Crabbie’s Grand National, even if they’re not able to attend the race itself.”
Crabbie’s Alcoholic Ginger Beer is made from a unique recipe that has four secret ingredients, which coupled with the steeped ginger, give the drink its sparkle, crispness and its uniquely ginger and refreshing difference.