UK: Tennent Caledonian inks Scottish rugby deal
By Andy Morton | 13 December 2012
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Caledonia Best will be poured at Scotland's main rugby stadiums |
Tennent Caledonian Breweries has lined up its Caledonia Best ale as the official beer of Scottish rugby.
The three-year deal covers the national team as well as professional teams Edinburgh Rugby, Glasgow Warriors and the Emirates Airline Glasgow 7s, Tennent Caledonian said yesterday (12 December). The brand will also have pouring rights at national stadium Murrayfield and Scotstoun stadium.
Financial details of the tie-up were not disclosed.
Paul Condron, Tennent Caledonian's marketing director, said Scottish rugby is a perfect fit for Caledonia Best. “We want to be at the heart of the Scottish rugby match-day experience,” Condron said.
Tennent Caledonian’s other flagship brands Tennent’s Lager, Tennent’s Original Export and Magners Golden Draught, will also be poured at Murrayfield and Scotstoun.
In October, Diageo CEO Paul Walsh branded a proposal to ban sports sponsorship in Ireland “ridiculous”. Guinness has a long-standing association with Irish rugby.
Expert analysis
Beer in the United Kingdom
In 2011 beer sales remained weak due to the ongoing and growing consumer concern about government spending cuts on jobs and incomes, which continues to constrain consumer spending. Total volume sales of beer declined by 5%, a more dramatic decline compared to the previous year and slightly sharper than the review period total volume CAGR. This was due to ongoing beer tax increases in March, with beer seeing excise duty increased two percentage points above the level of inflation at 5%. This tax...
Sectors: Beer & cider, Marketing – advertising & promotions
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