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Scotch whisky brand The Famous Grouse is to continue its long-running involvement with Scottish rugby with a marketing campaign throughout this year's Six Nations tournament.

The brand's UK distributor Maxxium is to oversee a GBP750,000 (US$1.3m) investment covering an outdoor media campaign that will "effectively dominate" the Scottish capital, Edinburgh. The brand will be advertised on buses, scooters, branded taxis and have a "heavy presence" at the city's two train hubs, Waverley and Haymarket.

Emma Heath, senior marketing manager for Maxxium UK for The Famous Grouse, said: "As the number one whisky in Scotland and committed sponsors of the Scottish rugby, we're proud to be back with our most comprehensive marketing blitz to date.

"We are drumming up enthusiasm amongst the nation and spurring the country to raise a glass to support the national team."

The Famous Grouse is also linking up with 12 rugby pubs in Edinburgh to run high-visibility Ginger Grouse sampling on the night before Scotland's two home matches in February. 

In addition, Maxxium has joined forces with selected ASDA, Sainsbury's and Tesco stores in Edinburgh to give rugby fans and whisky lovers alike the chance to win tickets to both matches, which take place on 5 and 25 Feburary.


Sectors: Spirits

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