UK: Maxxium renews Famous Grouse's rugby ties
Maxxium is the UK distributor for Famous Grouse
The "six-figure" deal sees Edrington Group-owned Famous Grouse become the national team's official spirit brand, with its latest innovation, Ginger Grouse leading the activity, Maxxium said yesterday (16 January). Ginger Grouse, an alcoholic ginger beer, was launched in Scotland in September and will roll out across the UK this April, Maxxium said.
The Famous Grouse has been a sponsor of Scottish rugby since 1990.
“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 Famous Grouse served with ginger beer first became popular,” Maxxium's marketing director Peter Sandstrom said.
Edrington runs Maxxium UK in partnership with Beam Global Spirits & Wine.
Quintessential Brands may not be a name familiar to many. But the burgeoning spirits group, owner of G&J Greenall, and backed by former Grupo Campari CEO Enzo Visone, has ambitious global plans. Here,...
Edrington has hailed a strong full-year performance despite a GBP274.8m (US$418.4m) write-down of its Brugal rum brand that pushed profits into the red....
- A Dangerous World and the Threat to Beverages
- Remy, dead cats and the power of China's new year
- Focus - Remy Cointreau's YTD Performance by Brand
- Why Millennials are driving premium wine demand
- Will Lucas Bols' IPO Bring Much Needed Stability?
- Moët Hennessy unveils first Travel Retail outlet
- Pernod unveils Jameson bottle for St Patrick's Day
- Ex-Diageo exec takes over Island Club spirits
- Maxxium UK head to depart for Edrington role
- Piper-Heidsieck agrees three-year Oscars tie-up
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research
- Global vodka insights - market forecasts, product innovation and consumer trends research
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- just-drinks on-trend: Craft beer - fortunes and future
- The Sugar Backlash and its Effects on Global Consumer Markets