Battle of the beer brands
Beer suppliers will also be going toe-to-toe when the Six Nations gets under way next month. Ewan Turney reveals the big players and their game plans
Bombardier
Charles Wells' premium cask ale looks strong going into the tournament, promoting itself as the most quintessential of English beverages. All the stops have been pulled out with England prop Phil Vickery, dubbed the "Raging Bull", heading up the campaign.
In selected outlets, customers will be offered the chance to claim a mini rugby ball for every five pints purchased through a loyalty collector card. Every winner will be entered into a free prize draw to win one of 15 rugby shirts signed by Phil Vickery. The Raging Bull will also feature on posters and tent cards urging punters to "represent your country" by drinking Bombardier. If that were not enough, TV ads will appear on Sky Sports and Sky Sports News to coincide with highlight packages and Wells Bombardier ads will be present on over 2,000 websites during the contest.
London Pride
A seasoned campaigner that can never be underestimated. Fuller's will focus its assault on London Pride. The brewer and pub operator is currently finalising new point-of-sale materials for pubs, which will include posters with the strapline "Six Nations. One venue. Your pub". In addition, customers will be able to pick up fixture cards and lists detailing all the kick-off times.
Fuller's is expecting a busy time, not only because it has several pubs near Twickenham, but also because "real ale and rugby go together perfectly".
SA Brain
The Welsh brewer is flying high in the form rankings following its recent sponsorship of the Welsh playing jersey. The shirt has become the fastestselling Welsh rugby jersey of all time.
As with the rugby team, the brewer is using a certain amount of flair and initiative in its promotions. It will be handing out "Atmosphere Kits" to pubs consisting of flags, try cards and posters to help deck out the pubs in the style of the Millennium Stadium.
Venues will also be giving out player picture cards to customers and if a customer is lucky enough to be holding that card when the player scores a try they will receive a free pint.
Tetley
A very strong competitor due to its standing as the official beer of the England team. Tetley's will provide each participating outlet with 10 St George's flags bearing the signatures of the entire England squad. The message of "Tetley's at the heart of rugby" will be reinforced through window stickers, fixture posters and pump wobblers at more than 2,000 Tetley's outlets.
Customers will also be able to win a branded "Team mates" T-shirt where their name will appear on an England shirt. With all this activity combined with ads on TV and in the national press, Tetley's is a force to be reckoned with.
Guinness
Guinness has the most potent attacking weapon in its marketing armoury it is the official beer of the British and Irish Lions tour to New Zealand in the summer. The tour will unite Welsh, English, Scottish and Irish rugby fans and, as it only comes around once every four years, tickets are much sought after.
Guinness will be giving away 10 pairs of tickets for the first test including return flights and accommodation. Other prizes include rugby DVDs and branded rugby shirts. Pubs will also be able to take advantage of the usual array of promotional material, such as posters and T-shirts for bar staff.
