|The Famous Grouse announces Scottish rugby sponsorship deal|
|Written by Carol Emmas|
|Thursday, 17 January 2013 13:12|
Maxxium UK-distributed The Famous Grouse has announced a new three-year sponsorship package as the official spirit of Scottish rugby.
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, a premium alcoholic ginger beer (4% abv, rrp £2.20), was launched across Scotland in September 2012 to 600 on-trade outlets, and off-trade listings in Asda, Morrisons, Sainsbury's and Tesco stores.
A full UK-wide roll-out is planned for April 2013, which will see the brand go into 2,000 retail stores, plus 4,000 on-trade outlets with the bottle, and another 110 bars with the draught format.
The Famous Grouse will assist Scottish rugby at Murrayfield, bringing the product to a wider audience through sampling, branding and advertising activity, as well as pouring rights.
Peter Sandstrom, marketing director at Maxxium UK, said: "The Famous Grouse has been investing in Scottish rugby for the past 23 years, and we are very proud to sign this new deal at an exciting time for the team as they build towards the next rugby World Cup in 2015."
He added: "It is appropriate that Ginger Grouse takes a lead on this new sponsorship package, as it was during our first partnership with Scottish rugby that The Famous Grouse serve with ginger beer first became popular, and was subsequently enjoyed by rugby fans visiting Murrayfield for many years. Now, we have developed this original serve to become the Ginger Grouse – a brand new alcoholic ginger beer launched in Scotland last year."