Jamie George embraces English Sparkling ahead of Six Nations
The former England captain joins Nyetimber as brand ambassador as the sparkling wine producer leans into rugby, celebration and grassroots sport.
Nyetimber has appointed former England rugby captain Jamie George as a brand ambassador ahead of the 2026 Guinness Men’s Six Nations.
The move follows the recent announcement that Nyetimber is now the official sparkling wine partner of England Rugby, and comes shortly after George revealed he will retire at the end of the 2026/27 season.
With celebration central to Nyetimber’s brand ethos, the partnership aims to recognise George’s two-decade career at the top of English rugby, during which he earned more than 100 international caps.
Grassroots focus and Routemaster activation
To mark the announcement, Nyetimber has released campaign content featuring George at Hertford RFC, the club where his rugby journey began. The former hooker appears on Nyetimber’s 1968 Routemaster Bus, which regulars to Allianz Stadium will recognise from major England fixtures, where it is parked for fans to enjoy a glass of sparkling wine during the Guinness Six Nations.
The tongue-in-cheek content shows George tasting Nyetimber’s award-winning sparkling wines while reflecting on “England’s finer things”. The video is available on Nyetimber’s Instagram and via the producer’s website.
Partner Content
The campaign also highlights grassroots rugby. George maintains close ties with Hertford RFC, which named a stand after him in 2021. Nyetimber has also recently been named official sparkling wine partner of Richmond Rugby Club.
Commenting on the partnership, George said: “I was excited to hear about Nyetimber’s partnership with England Rugby and am now even more excited to be working with them as a brand ambassador. Nyetimber reflects many of the values we embody within the England team: quality, best-in-class performance, and of course, celebration. Let’s hope we have plenty to celebrate together over the course of the seasons!”
Eric Heerema, owner and CEO of Nyetimber, added: “Jamie George is one of England’s most renowned players, with many incredible achievements under his belt. We see him as a very fitting partner for our brand and look forward to working with him to raise awareness of our pioneering partnership with England Rugby. At Nyetimber we celebrate accomplishments both big and small – although, if possible, we would love to be able to toast an England Grand Slam at the end of the 2026 Guinness Men’s Six Nations!”
A pioneer of English sparkling wine
Nyetimber was the first English sparkling wine producer to focus exclusively on Chardonnay, Pinot Noir and Pinot Meunier. The estate spans 11 vineyards across 425 hectares in West Sussex, Hampshire and Kent, with all wines made from 100% estate-grown fruit.
In 2025, Nyetimber won Champion Sparkling Wine at the International Wine Challenge for its Blanc de Blancs 2016 Magnum, marking the first time in the competition’s 34-year history that a wine from outside Champagne had taken the top honour.
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