UK: Edrington Group extends Famous Grouse rugby backing

By | 30 June 2009

The Edrington Group has extended the sponsorship by its The Famous Grouse Scotch whisky brand for Scottish Rugby.

The private company said late last week that it was committing The Famous Grouse to the sport in Scotland for a further two years as official spirit of Scottish Rugby in a six-figure deal.

The whisky will subsequently celebrate its 21st year of sponsorship of Scottish Rugby, one of the longest sponsorships in the history of international sport, the company claimed.

"The Famous Grouse has been with Scottish Rugby since 1990, when we first sponsored the Scotland team on their tour of New Zealand hard on the heels of their Grand Slam," said Gerry O'Donnell, director of The Famous Grouse. "Our sponsorship of the national team through until 2007 earned The Famous Grouse the title of the longest-running national team sponsorship in the world of rugby.

Earlier this year, Maxxium, which handles the marketing and distribution of the brand, lined up a flurry of activity for The Famous Grouse around this year's Six Nations rugby tournament.

Sectors: Spirits

Companies: Famous Grouse, Edrington, Maxxium

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