Carlsberg-Tetley is beefing up its presence north of the border with a deal to sponsor the Scottish Rugby Union. The agreement will provide a platform to promote its Tetley's brand at events including the 2003 Rugby World Cup and at Six Nations matches.
Tetley's will also be able to use the team's logo and images of the players in its marketing activity, and has already produced special edition cans for the season. A press and poster campaign highlighting the association with the Scottish team will go live at the start of the Six Nations.
Based on the beer's Rough/Smooth campaign, it will be followed by television advertising later in the year.
Darran Britton, director of ales at Carlsberg-Tetley, said: "This is the most significant marketing investment by any ale brand in Scotland in recent years."