Brewers in scrum for summer sales

23 August, 2007

Rugby fever has hit some of the UK's top beer brands as the

World Cup prepares for kick-off on Sept 7.

Greene King is running a TV ad campaign for IPA - the official beer of England Rugby - after four years away from the small screen. It is also advertising outdoors and in the press.

The brewer has created a number of

formats to support the event, including 12-can England Rugby-themed packs available in Asda, Sainsbury's, Tesco, Waitrose and the Co-op, and some packs created specifically for key customers.

Shepherd Neame's Spitfire ale is celebrating the tournament with a series of

themed ads, including a 64-page Spitfire-branded supplement in London's Evening Standard newspaper.

Diageo is investing more than £6 million in Guinness, including a new ad campaign which hits TV screens and

press this month, POS

and a limited-edition rugby T-shirt offer on large and mid-size packs. Guinness is also launching two price-marked packs.

Fuller's is running a rugby shirt promotion in supermarkets.

Heineken is offering consumers who buy any two Heineken multipacks from participating retailers a

Rugby World Cup-branded half-pint glass . It

has also launched a special edition 50cl can .

Customer marketing controller Chris Duffy said: "With no football World

or European Cup this year, and one of the wettest Julys on record, the Rugby World Cup provides retailers with the chance to catch up on sales."

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