Maxxium UK, the distributor of the Edrington bradd, says the six figure deal marks 23 years of the brand’s support for rugby in Scotland, and will see the whisky’s latest product, the Ginger Grouse, lead the sponsorship activity.
Ginger Grouse is a premium alcoholic ginger beer (4% ABV), which was launched across Scotland last September. It is available in 500ml bottles (RRP £2.20).
The Famous Grouse will assist Scottish Rugby in its bid to “bring a mix of top class sport and match-day experience at Murrayfield to a wider audience, with sampling, branding and advertising activity, as well as pouring rights at the stadium”.
During the 2013 RBS 6 Nations tournament the Ginger Grouse will be at the heart of the match day experience playing host to rugby supporters at The Ginger Grouse Bar, Murrayfield Stadium. Ticketholders for each Scotland home game will be welcomed before, at half-time and after the match.
FirstCape has announced that it is to sponsor the Barbarians when they play The British & Irish Lions in Hong Kong this summer. The partnership will see FirstCape on the Barbarian’s match shirt and shorts.
In addition to an on-going association with Championship club, London Scottish, and in the year when the brand will also be a global sponsor of the British & Irish Lions as they tour to Australia, this sponsorship reinforces FirstCape’s association with the sport.
Greg Wilkins joint director of Brand Phoenix saidThe rugby demographic resonates tremendously well with the core wine buying consumer, hence we are delighted to gain this additional exposure on top of what will be an enormous opportunity as The British & Irish Lions Tour to Australia.”