The partnership builds on more than 30 years of the brand’s heritage with the sport of rugby and looks to continue to drive engagement with fans across the globe.

The whisky brand shares many similarities with the sport such as skill, craft and an unwavering dedication to be the best of the best. The Famous Grouse will celebrate such common values through its Spirit of Rugby campaign, leveraging its relationships to engage with rugby fans and embody the sport’s unparalleled sportsmanship and camaraderie.

Jamie Bishop, Area Director at Edrington Africa, said: “The Famous Grouse has been investing in the sport of rugby for the past 30 years globally, and we are very proud to have reaffirmed our commitment to this great game locally by being part of this exciting new partnerships with both The SA Rugby and The British & Irish Lions to celebrate The Famous Grouse through the Spirit of Rugby.”

“The Famous Grouse recognises the value of team spirit and level of determination required to be the best and hence this partnership is a key milestone in the brands journey in South Africa to bring the Spirit of Rugby to life benefiting all stakeholders and most importantly the supporters of rugby.”

To join the rugby conversation please visit @thefamousgrouseSA on Facebook, @thefamousgrouse_sa on Instagram and @FamousGrouse_SA on Twitter