Tanglefoot is the latest beer to attempt to capitalise on a big autumn of rugby with a promotion in brand owner Hall & Woodhouse's pubs and freetrade accounts.
For the duration of the Rugby World Cup, Tanglefoot drinkers can claim a limited edition branded T-shirt by filling a collector card with 15 stamps. One stamp will be handed out for every pint of the beer purchased.
Hall & Woodhouse will provide participating outlets with a free PoS kit, including posters, collector cards, drip mats, a sweepstake wall chart and polo shirts.
Hall & Woodhouse trade marketing manager Reuben Horsley said: "Rugby is a natural partner to real ale. The fans are as passionate about their sport as we are about our beer. Tanglefoot combines the potency of a front row forward with the subtle artistry of a fly-half. It'll go down better than an injury time drop-goal winner against the Aussies."
Tanglefoot is following in the footsteps of Heineken, Guinness, Worthington and Fuller's London Pride, which have all announced new or enhanced rugby marketing packages around the World Cup.