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Promotion worth a try

Published:  23 July, 2008

Australian producer McGuigan Simeon is to use the Rugby World Cup in France next year to promote its Gold range in the UK.

Five pairs of tickets to the tournament final are on offer, along with official World Cup balls, and there will be regional railway station tastings to highlight the prizes.

According to McGuigan Simeon export director Paul Schaafsma: Through aligning Gold with the Rugby World Cup in 2007, we can continue to build consumer loyalty and awareness, in addition to consolidating our brand personality.'

McGuigan Gold, priced at 5.99, comprises Chardonnay, Shiraz and Sparkling Chardonnay. It is available in Tesco, Sainsbury's, Co-op and Majestic, with the promotions running in these stores between May and August next year.