United Wine Merchants has announced a £1 million on-pack offer for its Crabbie’s brand in the run up to The Crabbie’s Grand National.

The On Pack Offer will give consumers the chance to win £1 million – matching the prize fund of the winner of The Crabbie’s Grand National itself.  A range of other prizes are also up for grabs, including cash giveaways, tickets to the Grand National and bottles of Crabbie’s Alcoholic Ginger Beer.

Promotional bottles will contain unique codes that will unlock the opportunity to play an interactive game of Donkey Derby on the Crabbie’s website www.crabbiesgingerbeer.co.uk/million.

The offer will run on all 500ml and 330ml bottles of Crabbie’s Original, Scottish Raspberry and Strawberry and Lime throughout the Off and On Trades.  In the Off Trade, competition stock is now available in the wholesale and independent channels.

United Wine Merchants will also be taking a mock up of one of the most iconic Grand National fences, The Chair, plus two life-size branded horses on a promotional tour throughout the island of Ireland, visiting On and Off Trade accounts throughout Belfast and Dublin.  This will be accompanied by the branded Crabbie’s double-decker bus and aims to further support licensees in promoting this sponsorship to customers, offering consumers the chance to sample the Crabbies Flavours and ultimately the opportunity to enter and win a trip to the Crabbies Grand National.

Emma Haughian, Brand Manager at United Wine Merchants, who distribute the iconic Crabbie’s Brand throughout Northern Ireland, said: “This competition will allow fans of Crabbie’s Alcoholic Ginger Beer to join in with the excitement of The Crabbie’s Grand National, even if they’re not able to attend the race itself.  The On Pack Offer represents a major investment and the interactive game is a brand new mechanic for the Crabbie’s brand.

“The On Pack Offer will help to raise awareness of Crabbie’s sponsorship of the Grand National amongst both drinkers and non-drinkers of the brand, and generate consumer interaction with the brand through the new Crabbie’s website.”

“We are also really excited to be bringing the Crabbie’s Fence and Bus Tour to Northern Ireland as this will further drive the messaging about Crabbie’s sponsoring of this iconic event and will help deliver the Crabbie’s messaging to our retailers, suppliers and consumers whilst of course generating fun and excitement!” 

ENDS

For further press information please contact:Patrick Finlay or Claire Aiken at Aiken PRT: 028 9066 3000E: patrick@aikenpr.com or claire@aikenpr.com