Minnesota Vikings partners with whiskey brand

National Football League side Minnesota Vikings has partnered with Oregon-based brand Pendleton Whisky and will serve the spirit during games at their U.S. Bank Stadium.

The partnership represents a merging of two separate states and four separate countries. Pendleton Whisky, which is owned by Mexico-based Becle, is actually distilled in Canada, but it is then aged in American oak and finished with spring water from Oregon’s Mount Hood. The Minnesota Vikings takes its name from Minnesota’s large Scandinavian population.

Martin Nance, Minnesota Vikings executive vice president and chief marketing officer, said: “We’re proud to provide the best spirits to our passionate fans, so bringing Pendleton Whisky on as a partner felt like the perfect fit. We look forward to introducing fans to the newly named Pendleton Whisky Longhouse to enjoy throughout the season.”

Lander Otegui, senior vice president of marketing at distributor Proximo Spirits, said: “We are excited about this partnership because the Vikings exude the same grit and toughness that Pendleton Whisky represents. Also, the Vikings famously have some of the best and most dedicated fans in the league. We cannot wait to grab gameday by the horns and raise a glass of Pendleton Whisky with Vikings fans during all future home games.”

Fans will be able to taste the spirit for themselves at select locations around the stadium, and the Longhouse, a bar with a capacity of 800 people, will be rebranded as the Pendleton Whisky Longhouse.

This isn’t the brand’s first sports partnership: Pendleton Whisky is also the official spirit of the ProRodeo Cowboy Association, and the official whiskey of the Professional Bull Riding Velocity Tour.

Despite having a reputation for spending the winter months warming up with super-calorific food and booze, Minnesota Vikings fans are among the least drunk in the NFL according to one survey.