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William Grant & Sons backs Reyka Vodka in US with World Cup campaign

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William Grant & Sons has launched a World Cup-themed promotion for its Reyka Icelandic Vodka in the US, urging disappointed football fans in the country to back the Iceland team.

The new William Grant campaign for Reyka Vodka in the US urges football fans to support Iceland

The new William Grant campaign for Reyka Vodka in the US urges football fans to support Iceland

The US national team failed to reach this Summer's World Cup in Russia after losing to Trinidad and Tobago in their final qualifying game in October last year. However, the new Reyka activation for the US says Team USA fans still need a side to back in the tournament and suggests swapping the red, white and blue of America for the same colours of the Icelandic flag.

As part of the campaign, William Grant yesterday launched an online store where consumers can buy "Go Iceland" gear and apparel. The company will also host World Cup viewing parties in Portland, Nashville, New York, and Baltimore as well as run Reyka TV ads in the cities in an expansion of a campaign unveiled last month.

"Games are always more fun when sharing the experience with friends and fans, while rooting for one's favourite team," said a spokesperson for Reyka. "Just because the US team is not participating in the big tournament doesn't mean those fans should be benched and miss out on the fun."

Iceland is taking part in the World Cup for the first time after the country, which has a population of just 330,000, successfully negotiated the qualifying campaign. 

The World Cup kicks off in Moscow in June, with alcohol companies keen to make the most of the tournament's marketing potential. Earlier this year, Anheuser-Busch InBev secured 'official beer' status for Budweiser with both the England national football team and its home ground of Wembley Stadium, replacing previous sponsor Carlsberg.

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