XXXX’ highlights rugby league

Castlemaine ‘XXXX’ is marking the brand’s sponsorship of rugby league with the launch of new packaging highlighting its new status as the official beer of rugby league.

The new look – which includes pictures of players in action – will feature on 12 x 440ml can packs plus a special edition 8 x 440ml can pack price-marked £5.

An enlarged ‘XXXX’ features across a rugby ball outline containing the silhouette of a rugby player with the message: “The Official Beer of Rugby League”. The top of the pack features the message: “110% Commitment”

“We are bringing to life the brand’s role as a key supporter of rugby league in retail outlets, helping to build a closer relationship with sports fans,” said Stuart MacFarlane, managing director take home at InBev UK.

“Highlighting ‘XXXX’s sporting links on-pack will help the brand to achieve real shelf standout for consumers, raising its retail profile. The new packs communicate the action, excitement and real passion of rugby league in a way that shoppers will relate to.”

Contact: 0870 169 6969

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