Crabbie’s has been unveiled as the Official Ginger Beer of Welsh rugby in a partnership which seeks to expand the brand’s reach to new audiences throughout Wales.
The five-way joint agreement with the Ospreys, Scarlets, Cardiff Blues, Newport Gwent Dragons and the Welsh Rugby Union gives Crabbie’s exclusive pouring and supply rights during rugby matches at five stadiums across Wales, as well as digital marketing, brand experiential and sampling, tickets, hospitality rights and sponsor events.
Crabbie’s Alcoholic Ginger Beer will now be available in its new 500ml PET bottle in both Original and Scottish Raspberry variants; a format which is more suitable for sporting venues. The partnership follows a similar commitment with Scottish Rugby Union agreed earlier this year which sees the brand have pouring rights at Murrayfield and other Scottish rugby stadiums.
The partnership allows community rugby clubs across Wales to benefit from links with Crabbie’s new grassroots rugby initiative launched at www.crabbiesrugby.co.uk, which enables clubs to earn rewards and receive a range of rugby training equipment including rugby balls, tackle pads and tackle bags.
Crabbie’s has also recently launched a rugby-themed on pack offer, underlining the brand’s growing association with rugby, with a range of prizes available including sports vouchers and weekends away in Cardiff or Edinburgh to watch matches, to help drive growth within the off trade.
John Bradbury, managing director of Halewood Wines and Spirits, said: “Crabbie’s is a passionate supporter of rugby at all levels and wants to help grow the game through our long-term involvement.
“Rugby is the people’s game in Wales, with clubs at the heart of their communities – this is the cornerstone of our partnership. By working together with the Welsh Rugby Union and Pro Rugby Wales, we want to see rugby in Wales kick on with more players involved across the country and more successful teams on the pitch.
“With so many high profile matches coming up this season at club and international level, it promises to be an exciting first year together for Crabbie’s and Welsh rugby.”
Mark Davies, Chief Executive of Pro Rugby Wales said: “Crabbie’s is a great product, a fun brand and a dynamic business, so we’re delighted to welcome them as a partner and supplier to professional rugby in Wales.
“Equally important to the Regions and WRU has been to work with Crabbie’s on a programme that can provide genuine benefits to the Community clubs that stock and sell Crabbie’s products, delivering added value across the game in Wales.”
Welsh Rugby Union chief executive Martyn Phillips said: “Working more closely with the regional game and collaborating in order to drive efficiency in sponsorship and all procurement has been a key aim for us over the past year and will continue to be so.
“This first deal of its kind with Crabbie’s is highly significant in that it shows the power and the draw of the game in Wales when we are all working in unison.
“Crabbie’s have been the first to see that and we thank them for their investment in our national game and look forward to striking more partnerships of this type in the future.”