The Famous Grouse Signs As Official Whisky of Premiership Rugby

Premiership Rugby has confirmed a  three-year deal with The Famous Grouse to become the Official Whisky of Premiership Rugby. The announcement builds on The Famous Grouse’s heritage with the sport of rugby – which stretches back more than 30 years – as the brand looks to continue to drive engagement with fans across the UK.

The whisky brand celebrates the new partnership by launching its Spirit of Rugby campaign.  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 match day out on the rugby field. This partnership with Premiership Rugby is yet another significant milestone in The Famous Grouse’s journey to deliver fruitful collaborations which benefit all stakeholders, and particularly supporters of rugby.”

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 season on pitch-side LED, a website takeover and within each matchday programmes.

In addition the UK’s No 1 Whisky will also become the Official Partner of The British & Irish Lions and South Africa Rugby for the British & Irish Lions tour to South Africa 2021, while a new three-year contract with the Glasgow Warriors will see the partnership celebrate its 10-year anniversary this coming season.