Johnnie Walker joins forces with Scottish Rugby
Johnnie Walker has signed a three-year partnership with Scottish Rugby, completing a “strong roster of cultural associations” for the Scotch brand as it approaches its 200th anniversary.
Under the partnership, Diageo-owned Johnnie Walker will become the official whisky partner of Scottish Rugby, the governing body for the rugby union in Scotland, and the official whisky of the Scotland Rugby team.
The blended Scotch will be the whisky of choice at all Scotland matches at BT Murrayfield Stadium in Edinburgh, creating pop-up bars within the grounds and bespoke brand experiences for home and away supporters.
“Johnnie Walker and Scottish Rugby have so much in common that this is a natural partnership for both our organisations,” said David Cutter, president of global supply and procurement for Diageo.
“We share long histories and deep roots in Scottish culture, but we are not prepared settle for that. Johnnie Walker is about progress, about challenging tradition, breaking new ground and find new audiences for our whisky. Scottish Rugby is doing the same for rugby, opening the sport up to diverse new generations of players and fans.
“Johnnie Walker is made by a great team of people here in Scotland, with unrivalled craft and passion for what they do, which parallels the great skill and determination of Scotland’s rugby community. This partnership will celebrate those shared values and work to inspire new rugby and whisky fans alike.”
The partnership has been agreed ahead of the opening of Johnnie Walker’s flagship visitor attraction in Edinburgh next year, when the brand also celebrates its 200th anniversary.
Johnnie Walker was recently announced as the official whisky partner of comedy festival Edinburgh Fringe, Edinburgh International Film Festival and, for a second year running, Edinburgh’s Hogmanay Street Party.