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UK: Maxxium ties Famous Grouse to Six Nations rugby

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Maxxium UK has launched a range of promotional activities for The Famous Grouse Scotch whisky as part of its affiliation with the Scottish national rugby union team.

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Maxxium has laid on a Famous Grouse stage at Scotland's Murrayfield stadium to keep supporters entertained on match days. The Famous Grouse mascot, a giant grouse, will also be meeting supporters outside of the stadium.

Meanwhile, purchasers of The Famous Grouse & Cola premixed can will get a complimentary pin badge. And, in Sainsbury's supermarkets, consumers who buy a 70cl bottle will get a special rugby pack.

The moves have been coordinated to coincide with the Six Nations rugby tournament, involving Scotland, Ireland, England, Wales, France and Italy.

"With three games in Scotland this year, we really wanted to ramp up the match day activity," said brand manager Linda Sooprayen.

The Famous Grouse is owned by The Edrington Group, which runs Maxxium UK in partnership with Beam Global Spirits & Wine.


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