XXXX looking to send drinkers to Oz

Castlemaine XXXX is giving pub-goers a once-in-a-lifetime chance to enjoy the action at one of Australia's most famous rugby league tournaments.

The brand is reinforcing its bar appeal and celebrating its role as Official Beer of Rugby League in the UK by offering consumers the chance to jet Down Under to watch a State of Origin clash.

The State of Origin tournament, which has been running since 1980, involves three games every year between bitter rivals Queensland, who are sponsored by XXXX, and New South Wales.

Every customer purchasing a pint of XXXX in-outlet will receive a game card featuring a scratch-off panel. Each card offers the chance to enter a free prize draw but consumers can also qualify for instant rewards - a XXXX rugby league polo shirt or a XXXX rugby league baseball cap.

The top prize, which is a holiday for two including a pair of tickets for the State of Origin match along with flights and accommodation, will be drawn from all entries received from participating outlets.

These will be supplied with a promotional kit bag featuring tent cards, a back bar display unit and posters to publicise the event plus game cards and instant-win prizes.

Steve Kitching, managing director, on-trade sales at InBev UK, says: "This XXXX promotion will drive volume and margin through generating repeat purchase of the brand - our research shows that 60 per cent of consumers will purchase a brand on promotion."