John Smith's 'Smooth As Silk' Leads Horses To Pub Drinkers

5th July 2013

JOHN SMITH’S long-running association with horse racing is being enhanced from this month (July) through a ‘Smooth as Silks’ campaign, an on-trade initiative designed to give drinkers a chance to ‘buy one ticket and get one free’ at jump and flat racecourses across the UK.

The nation’s number one ale has brought its No Nonsense touch to the ‘Sport of Kings’ for more than 50 years, and the new 'Smooth As Silk' promotion brings together racing and the brand in over 2,000 pubs and bars across the country - with campaign kits supporting a tickets for racing drive that runs until the end of the year.

Kits include posters, fixture lists and sign-up forms, brought to life with jockey silk graphics. The kits allow licensees to take ownership of the free ticket offer and reward customers with a group day out at the races. Permanent John Smith’s racing-related POS items are available to dress and position outlets as ‘a home of horse racing’. The items include a ‘silks’ design tap handle covers dressing the font in the John Smith’s colours and extending visibility of the brand at the point of purchase.

John Smith’s racegoers can choose from 280 race days at 41 participating racecourses. The campaign is also featured on the John Smith’s website at where tickets are advertised with instructions to purchase online.