InBev UK is launching a consumer promotion for its Castlemaine XXXX beer brand. The company said today (5 October) that "Show Your True Colours" will run in on-trade outlets from the middle of this month until the end of November.

Every consumer purchasing a pint of XXXX, the Official Beer of the Rugby League in the UK, will receive a gamecard, giving them the chance to instantly win a branded XXXX Rugby League Beanie and enter into a prize draw, held in the pub at the end of the promotion, to win an official England Rugby Polo shirt.

In a statement, Phil Rumbol, marketing director of InBev UK, said: "We are firmly putting the XXXX stamp on the Rugby League sponsorship and enabling customers to benefit through being able to offer consumers some added value, encouraging them to buy again in that outlet.

"In addition to this promotion, to generate maximum consumer awareness we have created limited edition rugby-themed branded glassware that will be available in the on-trade this month. This coincides with a rugby linked press campaign which is running for the next three months in national press - Rugby League World and Rugby League - as well as a range of key regional newspapers."

Castlemaine XXXX is in the first year of a three-year sponsorship as the Official Beer of Rugby League, giving it exclusive pouring rights at two of the major Rugby League competitions — the Super League and The Tri-Nations Series.