UK: Diageo's Guinness to become 'official' England Rugby beer

By | 21 May 2013

Guinness is to become the official beer of England Rugby

Guinness is to become the official beer of England Rugby

Guinness is set to replace Greene King IPA as the 'official' beer of England Rugby.

Diageo has signed a deal to up its partnership with the Rugby Football Union from September, the company said today (21 May). The company is currently an official partner of the RFU and already has pouring rights at Twickenham. 

However the new deal will allow Diageo to label Guinness as English rugby's official beer. 

Financial details of the tie-up were not disclosed. 

Diageo said it is also continuing its role as "official responsible drinking partner" of England Rugby. 

Meanwhile, the company said it has renewed its partnerships for Guinness with the Six Nations Rugby Limited (SNRL), Scottish Rugby Union (SRU), Welsh Rugby Union (WRU) and Premiership Rugby. 

Greene King first signed a deal to be England's official beer in 2006

Expert analysis

Beer in the United Kingdom

In 2011 beer sales remained weak due to the ongoing and growing consumer concern about government spending cuts on jobs and incomes, which continues to constrain consumer spending. Total volume sales of beer declined by 5%, a more dramatic decline compared to the previous year and slightly sharper than the review period total volume CAGR. This was due to ongoing beer tax increases in March, with beer seeing excise duty increased two percentage points above the level of inflation at 5%. This tax...

Sectors: Beer & cider

Companies: Diageo, Guinness, Greene King

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UK: Diageo's Guinness to become 'official' England Rugby beer

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