Scottish Rugby has today (Wednesday) secured a new three year sponsorship package with The Famous Grouse, Scotland’s favourite whisky. The six figure deal marks 23 years of the brand’s support for rugby in Scotland, and will see the whisky’s latest product, the Ginger Grouse, become the Official Spirit of Scottish Rugby.
Through its well-known partnerships with the national team and sponsorship of pro-club, Glasgow Warriors, The Famous Grouse has become synonymous with Scottish rugby, forging an enduring connection with fans all over Scotland and beyond.
The announcement follows the arrival of the Ginger Grouse, a premium alcoholic ginger beer (4% ABV) across Scotland. Launched in September 2012, this alcoholic ginger beer with a splash of The Famous Grouse Blended Scotch Whisky has a distinctly retro look, with an adventurous modern taste.
The thirst-quenching Ginger Grouse will be at the heart of the match-day experience playing host to rugby supporters at The Ginger Grouse Bar, Murrayfield Stadium. Ticketholders for each Scotland home game will be welcomed before, at half-time and after the match. Fans will be taken on a new taste adventure courtesy of the Ginger Grouse, the new spirit of Scottish Rugby, with live music and a party atmosphere. Following Scotland’s matches against Italy and Wales the later RBS 6 nations kick-offs that day will also be screened inside the Ginger Grouse Bar, and on a giant screen outside.
Peter Sandstrom, Marketing Director, Maxxium UK commented: “The Famous Grouse has been investing in Scottish Rugby for the past 23 years, and we are very proud to sign this new deal at an exciting time for the team as they build towards the next Rugby World Cup in 2015. It is appropriate that Ginger Grouse takes a lead on this new sponsorship package, as it was during our first partnership with Scottish Rugby that The Famous Grouse serve with Ginger Beer first became popular, and was subsequently enjoyed by rugby fans visiting Murrayfield for many years. Now, we have developed this original serve to become the Ginger Grouse – a brand new alcoholic ginger beer launched in Scotland last year.”
Dominic McKay, Director of Commercial Operations, Communications and Public Affairs, Scottish Rugby, said: “On behalf of Scottish Rugby I’m delighted to welcome anew The Famous Grouse and its new product, Ginger Grouse, to our expanding sponsorship portfolio.
“The Famous Grouse’s long association with the Scotland team and our enduring relationship through the ‘official spirit’ status and partnership with Glasgow Warriors has been very much appreciated by Scottish Rugby and in many respects today’s announcement feels like an old friend coming home.
“We’re also very much looking forward to working with The Ginger Grouse to add to the very special atmosphere of Murrayfield on international match days by supporting both pre and post-match entertainment.”