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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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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