The British & Irish Lions and SA Rugby have announced The Famous Grouse as the Official Whisky of the Tour to South Africa in 2021.
The UK’s no.1 Whisky has more than 30 years of heritage with the sport of rugby, and the announcement builds on the brand’s ambition to continue to drive engagement with fans across the UK and Ireland.
The Famous Grouse shares many similarities with the sport such as skill, craft and an unwavering dedication to be the best of the best. It will celebrate such common values through its The Spirit of Rugby campaign, leveraging its partnership with the Tour to engage with rugby fans and embody the sport’s unparalleled sportsmanship and camaraderie.
As part of the agreement, The Famous Grouse will have access to players from the Lions and Springbok squads as well as opportunities to watch a Lions’ training session and enjoy a matchday behind-the-scenes tour. The Lions trademark will also feature on The Famous Grouse bottles and selected glassware.
“We are delighted to have agreed a partnership with The Famous Grouse ahead of our Tour to South Africa next year.” said Lions managing director Ben Calveley.
“It is a brand known for its innovative and engaging approach to sponsorship and we look forward to working together to create a truly memorable Series.”
Jurie Roux, CEO of SA Rugby, commented: “We’re very excited to be introducing the proud history and heritage of the Springboks to The Famous Grouse as we welcome The Lions to the shores of South Africa in 2021. Fans can expect South Africa to be warm and hospitable hosts as we appreciate one of the biggest sporting occasions in world rugby. We’ll toast to that.”
And Aristotelis Baroutsis, global managing director of The Famous Grouse at Edrington, added: “The Famous Grouse has been investing in the sport of rugby for the past 30 years, and we are very proud to have reaffirmed our commitment to this great game by agreeing this exciting new partnership.”