TENNENT’S-OWNED Caledonia Best is rolling out a raft of activity to help licensees drive sales during the 6 Nations Championship.
As part of the beer’s official sponsorship of the 6 Nations, Caledonia Best has launched a series of in-bar events and other activities that will feature throughout the tournament, which is currently underway.
An interactive ‘scrummaging machine’, dubbed Scrum and Have a Try, is touring selected pubs that stock Caledonia Best; the machine will give customers the chance to win prizes, including free pints, branded merchandise, and tickets to home Scotland fixtures.
The Scrum and Have a Try machine will stop at various pubs in Edinburgh over the coming weeks, including: the Polwarth Tavern, The Murrayfield Hotel, McSorleys, The Ballroom, Constitution Bar, and The Cowshed.
A second machine will feature in the West Fan Village at the BT Murrayfield stadium on match days.
Parent-firm Tennent’s is also offering licensees that stock Caledonia Best point of sale (POS) kits ahead of the 6 Nations launch. The POS kits include bar runners, font wobblers, posters and drip mats.
Certain outlets, including The Three Sisters, Ghillie Dhu and The Murrayfield Hotel have received ‘bespoke’ POS kits for throughout the games.
Wendy Espie of Caledonia Best said: “We’re sure that the Scrum and Have a Try machines are going to be a real hit with pub-goers and at BT Murrayfield.”