The Famous Grouse Spirit of Rugby

date published



Kirsten Blackie-Gault


Brand updates

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The Famous Grouse, the no.1 Whisky in the UK, has today launched its brand-new The Spirit of Rugby campaign and announced Official Partnerships with Premiership Rugby, The British & Irish Lions, SA Rugby and Glasgow Warriors.

The announcement builds on more than 30 years of heritage with the sport of rugby as the brand looks to continue to drive engagement with fans across the UK.

The whisky brand shares many similarities with the sport such as skill, craft and an unwavering dedication to be the best of the best. The Famous Grouse will celebrate such common values through its The Spirit of Rugby campaign, leveraging these exciting partnerships to engage with rugby fans and embody the sport’s unparalleled sportsmanship and camaraderie.

You can view the new launch video on The Famous Grouse Facebook page.

Aristotelis Baroutsis, Global Managing Director, The Famous Grouse at Edrington, said: “The Famous Grouse has been investing in the sport of rugby for the past 30 years, and we are very proud to have reaffirmed our commitment to this great game by agreeing these three exciting new partnerships at both international and club level to celebrate The Famous Grouse as The Spirit of Rugby.”

Mark Riley, Managing Director at Edrington-Beam Suntory UK, said: “As the UK’s number one whisky, we recognise the value of team spirit and the level of determination required to be the best. This is synonymous with the desire, pride and camaraderie that we see every matchday out on the rugby field. These new partnerships are yet another significant milestone in The Famous Grouse’s journey to deliver fruitful collaborations which benefit all stakeholders, and particularly supporters of rugby.”

The Famous Grouse has agreed a landmark deal to be the Official Whisky of Premiership Rugby for three years, taking the partnership through to the culmination of the 2022/23 season.

The agreement will see the brand enjoy ownership of ‘The Famous Grouse Try of the Week’, as well as the right to host experiential activations across the season, culminating with the Premiership Rugby Final at Twickenham where fans will also have the opportunity to benefit from a behind-the-scenes tour. Fans will also see the brand feature throughout the 20/21 season on Channel 5 highlights and selective live games, pitch-side LED, a website takeover and within each matchday programmes.

Mark Brittain, Chief Commercial Officer at Premiership Rugby, said: “We’re delighted to welcome The Famous Grouse on board as the Official Whisky of Premiership Rugby for the next three seasons. It’s fantastic that The Famous Grouse have shown a commitment to Premiership Rugby during these times and is a testament to the growing strength of the competition within the U.K. sporting landscape. The Famous Grouse has a proud track record of developing strong relationships with rugby fans as a result of decades of involvement in this great sport. We’re excited to work with the brand to engage with supporters throughout the season.”

The Famous Grouse will be the Official Whisky of The British & Irish Lions and SA Rugby for the duration of the Lions tour to South Africa.

The Famous Grouse will have access to players from The Lions and Springbok squads revealing stories of the signature team spirit and camaraderie found in both sides. There will be an activation space at each match and in key fan zones, as well as opportunities to watch a Lions’ training session and enjoy a matchday behind-the-scenes tour. The brand will have ownership of The Spirit of Rugby narrative to creative exclusive content. The Lions trademark will also feature on The Famous Grouse bottles and selected glassware, as well as appearing on pitch-side LED, the official series websites, and in the matchday programmes.

Ben Calveley, Managing Director at The British & Irish Lions, said: “We are delighted to have agreed a partnership with The Famous Grouse ahead of our Tour to South Africa next year. It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable Series.”

Jurie Roux, CEO of SA Rugby, said: “We’re very excited to be introducing the proud history and heritage of the Springboks to The Famous Grouse as we welcome The Lions to the shores of South Africa in 2021. Fans can expect South Africa to be warm and hospitable hosts as we appreciate one of the biggest sporting occasions in world rugby. We’ll toast to that.”

The Famous Grouse has agreed a new three-year contract with the Glasgow Warriors which will see the partnership celebrate its 10-year anniversary this coming season.

Having first come on board prior to the 2011/12 season, the Glasgow-based company renewed its long-standing partnership sponsoring the Scotstoun side as the club’s Official Whisky.

The Famous Grouse will have ownership of the ‘The Famous Moment’ of the week and continued use of The Famous Grouse Bothy for hospitality. The brand will also enjoy access to a range of Glasgow Warriors players for creating a content series for social media, in addition to half-time sponsorship activations. As part of the agreement, The Famous Grouse will benefit from broadcast advertising during every Pro14 Glasgow Warriors game.

Glasgow Warriors, Managing Director, Nathan Bombrys added: It’s excellent news that The Famous Grouse have decided to continue their partnership with Glasgow Warriors for another three seasons. We’re looking forward to celebrating our 10-year anniversary together with Scotland’s favourite whisky. The Famous Grouse has become an integral part of the Glasgow match day experience, and their outstanding support has helped shape our club’s story over the past decade. “We look forward to continuing our story together.”

For further information or to join the conversation, please visit @TheFamousGrouseUK on Facebook, @TheFamousGrouse on Twitter and on Instagram @TheFamousGrouseUK