William Grant & Sons acquired Tullamore Dew from C&C Group in 2010

William Grant & Sons acquired Tullamore Dew from C&C Group in 2010

William Grant & Sons is utilising its partnership with the Rugby World Cup through a consumer competition in the US, based around its Tullamore Dew Irish whiskey brand.

The 'Game Face Yourself' activation invites consumers to customise a photo of themselves online to show their support for any of the teams taking part in this year's tournament. One consumer will win a trip to the final of the six-week event, in London on 31 October.

Coinciding with the sweepstakes will be events held on match days for the US rugby team, which will see Tullamore Dew host pop-up fan zones in Denver (on 27 September) and New York (on 7 October).

The US campaign marks the first time that Tullamore Dew has been part of an internationally-televised sporting event, according to William Grant, which announced in July that it had secured 'official spirits and Champagne provider' status at Rugby World Cup 2015.

“We're looking forward to engaging thousands of rugby fans with Tullamore Dew through one of the world's greatest sporting events,” said senior brand manager Cindy Wang.

Last week, William Grant released selected figures from its performance in 2014, which showed operating profits rise as sales were hampered by the loss of a brace of third-party brands in the year. CEO Stella David told just-drinks last week that the group is now more in favour of growing its core brands than increasing its reliance on third-party.