The Famous Grouse makes a comeback to Scottish Rugby with a fresh partnership deal
The Famous Grouse, the UK’s no.1 whisky, is renewing its partnership with Scottish Rugby after a six-year hiatus. The deal will see it become the Official Whisky Partner for Scotland Men and Scotland Women through to at least 2026.
The partnership builds on the sponsorship by The Famous Grouse during the 2022 Autumn Nations Series and the Summer Nations Series this year, and complements the strength of its partnership with Glasgow Warriors, ongoing since 2010. It also builds on the brand’s heritage with Scottish rugby, which was the first ever shirt sponsor of the national team in 1998.
The rekindling of this partnership also marks fresh milestones for Scottish Rugby and The Famous Grouse as it becomes the first official brand partner in this sector for Scotland Women in a stand-alone deal. This support continues the increasing momentum of the team as they prepare for an exciting season ahead.
The whisky brand shares many similarities with rugby such as skill, craft and an unwavering dedication to be the best of the best. The Famous Grouse will celebrate these common values through its The Spirit of Rugby campaign, to engage with rugby fans and embody the sport’s unparalleled sportsmanship and camaraderie.
The alliance will see the return of The Famous Grouse Clubhouse in the West Fan Village at Scottish Gas Murrayfield on international matchdays. The Famous Grouse Clubhouse will offer fans the opportunity to enjoy a refreshing Grouse & Ginger and choice of seasonal cocktails in the build up to each game, alongside pre-match entertainment with special guests, including the chance to interact with the legendary Gilbert the grouse mascot.
Charlie Simpson, Scottish Rugby’s Head of Business Development, says: “We are delighted to welcome The Famous Grouse back into our Partner family. Whilst they have had a continued presence in the rugby community, this return to support our national teams is really positive.
“It is great that they will be partnering both our Men and Women’s national teams. Scotland Women have seen huge changes over the course of the last year and being able to bring on an iconic brand such as The Famous Grouse to accompany them on the next stage of the journey is fantastic”.
The Famous Grouse Marketing Manager, Colette Gourlay, says: “The Famous Grouse has proudly been supporting rugby in Scotland for over 30 years, and we are delighted to be reigniting our partnership with the Scotland Team and kick starting our new partnership with Scotland Women. The partnership brings together two brands united by a shared pursuit of excellence. The Famous Grouse being the UK’s number one whisky and the Scottish team reaching new heights in the world ranking”.
Fans can next enjoy The Famous Grouse Clubhouse at the West Fan Village on Saturday 30th September as Scotland Women take on Spain ahead of WXV 2 tournament this autumn.
For further information on the partnership and the brand’s activities, please visit The Spirit of Rugby | The Famous Grouse.
Please Savour The Famous Grouse Responsibly.