New spirit partner for Scottish Rugby

01 June, 2007

The Famous Grouse has signed a deal that will continue its sponsorship of Scottish Rugby.

Following its 16-year partnership, the sponsorship agreement will see a number of changes after a decision was taken to divert some of the brand's support budget into different areas, according to a spokesman.

The brand will step aside as shirt sponsor and become the "official spirit" partner of Scottish Rugby until May 2009. The whisky will also be the official sponsor of the Scotland team for games against Ireland and South Africa in the build up to the Rugby World Cup, and until the tournament finishes in October.

Bill Farrar, group sales and marketing director of The Edrington Group, said: "The Scotch whisky industry has evolved over the last 16 years and there are now a number of international opportunities for growth that require investment by The Famous Grouse.

"We feel therefore, that it's an appropriate time to stand aside from theáhigh profile association with the shirt and allow Scottish Rugby to explore other potential opportunities in áthis area."

Scottish Rugby is also currently talkingáto a number of prospective new shirt sponsors.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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