Castlemaine XXXX is reinforcing its Australian roots with the UK launch of an authentic Aussie 'tinnie' size can.
InBev UK is rolling out the 375ml 'tinnie' (rsp: £2.59 for a four-pack) - the standard lager format in Australia - to sit alongside the 440ml can packs (rsp: £2.79 for a four-pack) to offer more choice to consumers. The new format, which will be available in four, 12 and 20-packs, forms part of a new look for the brand, and the cans retain the image of the Castlemaine Perkins brewery in Brisbane where the brand was created. The new design emphasises the XXXX logo on a yellow and green background.
Stuart MacFarlane, managing director for take home at InBev UK, said: "The introduction of the 'tinnie' is about driving the development of XXXX and ensuring the brand stays relevant to the changing needs of lager drinkers."
The roll-out of the 'tinnie' will coincide with a national radio campaign on Talksport and on Real Radio in the Rugby League heartlands to celebrate its role as Official Beer of Rugby League in the UK.
Phone-in competitions will give listeners the chance to win tickets to tournaments in Australia as well as cases of the brand.