The Famous Grouse partners with rugby union

By Éilis Cronin in Alcohol 30th March 2021

Whisky brand The Famous Grouse is launching a limited edition label to “celebrate the brand’s role as the official sponsor of The British & Irish Lions”.

The design will be available from mid-April across the brands 350ml, 700ml and one-litre bottles, featuring a “The Famous British & Irish Lions” slogan.

The label forms part of the brand’s “The Spirit of Rugby” campaign and aims to “drive engagement with fans across the UK”.

Chris Anderson, head of brand owner Edrington Brands, said: “The Famous Grouse has been investing in the sport of rugby for 30 years, and we are very proud to reaffirm our commitment to this great game with the launch of this limited-edition bottle.

“On sale throughout the British and Irish Lions tour, the bottle will enable us to celebrate the pride and camaraderie we see on the rugby pitch every matchday.”