Wadworth Encourages Publicans to 'Play Dirty'
Publicans in the Wadworth pub estate have been issued with a ‘tool kit’ of competitions, ideas and suggestions to help them make the most of the sales opportunities during the Rugby World Cup and in particular, to promote Dirty Rucker, Wadworth’s specially brewed tournament ale.
“Dirty Rucker has fantastic pre-orders and we anticipate it will be one of the stand-out ales of the tournament,” says Wadworth Trade Marketing Manager Emma Cottam. “We’ve put together some competition and serving ideas which will help publicans promote the beer and give customers a little competitive edge of their own.”
Each of the pubs will receive a selection of posters, collector cards, loyalty cards, branded stackable jugs etc. Also included will be a Dirty Rucker branded rugby shirt which will be a prize for customers to win in a draw. Customers will be provided with a collector card and for every purchase of Dirty Rucker will receive a stamp on the card. Once the card is full, it will be put in a box and a winner will be selected at the end of the tournament.
Groups of friends enjoying the rugby will be encouraged to make the most of the jug promotion which offers a jug of four pints of Dirty Rucker for the price of three. And Wadworth has also made food suggestions around key match points. For example Nachos and sour cream, a pint of chips with a dip or BBQ chicken wings, as half time snacks.
Pub Chefs might also like to take up the suggestions for a pre-match ‘special of the day’ based around the countries playing. For example, Kangaroo sausages as part of a sausage feast for Australia, and the classic Pie and Chips for England.
“The most important piece of advice we’ve included in the pack is to ‘understand your limitations, under promise and over deliver’,” says Emma. “There is nothing worse than disappointing your customers, so we advise publicans to be realistic about what they can offer bearing in mind the number of people they are expecting, and then go the extra mile to make sure everyone goes away having had a really great experience, and will be back for the next match!”