Crabbie’s Launches £1m Grand National Offer

10 Feb 2014 --- Halewood International has announced a £1m on-pack offer for its Crabbie’s brand in the run up to The Crabbie’s Grand National.

The offer gives consumers the chance to win £1m – 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 will be available in the wholesale and independent channels from the beginning of February and in major multiples from the start of March.

Point-of-Sale kits including Crabbie’s Grand National branded FSDU will be distributed to cash and carries and independents.

Claire Kelly, senior brand manager for Crabbie’s 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 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.”

Crabbie’s will also be running this promotion in the On-Trade to win £1 million via scratch cards, which will be given out when consumers purchase a bottle of Crabbie’s Alcoholic Ginger Beer.