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Grouse gets comical

The Famous Grouse is continuing its long-running campaign with Scottish rugby as the team’s principle sponsor. This season the brand has developed the partnership further with a new activity that also leverages the brand’s association with irreverent humour. The brand will host comedians and an interactive sing-a-long in The Grouse Tent before each game at Murrayfield.

Lee Walker, brand manager for Maxxium, says: “The Famous Grouse has become synonymous with Scottish rugby for the past 17 years and is firmly established as a proud supporter of the sport. We are keen to introduve a new generation of whisky lovers into the brand and drive category reappraisal, and we want to encourage people to think a little differently about whisky. Linking out longstanding association with rugby to our Famously Funny Comedy Tour was a natural step. It brings together what The Famous Grouse in known for: Scottish rugby and good times.”
Scots fans will most likely be in need of cheering up when they meet England on February 3 and France on March 8.

Ben Grant, 16/1/08

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