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