The Famous Grouse unveils Lions ambassadors

11 Jun 2021

By: Sport Industry Group

The Famous Grouse - which will serve as the Official Whisky of The British & Irish Lions and SA Rugby for this year’s Castle Lager Lions Tour, has announced a quartet of brand ambassadors for the summer Tour.

The brand has picked one player from each of the participating Home Nations, and will work with Gavin Hastings, Matt Dawson, Shane Williams, and Jamie Heaslip during the event, which means it will have an ambassador to have featured in every British & Irish Lions squad between 1989 and 2013.

Between them, they have toured Australia, New Zealand and South Africa, and will share their take on this summer’s tour, discuss their experiences of previous tours, and provide insight on the Lions’ unique team spirit.

Launching at The Three Sisters in Edinburgh on Friday 25th June, a select number of fans will be give a preview of The British & Irish Lions home game against Japan at the inaugural The Famous Grouse Clubhouse before the experience travels to Murrayfield Stadium for the match the following day. 

Supporters in Edinburgh will also be able to get a taste of The Famous Grouse Clubhouse at The Pear Tree the first Test of the tour against South Africa on Saturday 24th July. The brand’s ambassadors, meanwhile, will be present at each of the Clubhouse experiences to welcome supporters and engage with fans. 

Chris Anderson, Head of Brands at Edrington-Beam Suntory UK, said: “As the Official Whisky of The British & Irish Lions and SA Rugby, we are delighted to be working with these iconic former British & Irish Lions who perfectly embody the values of sportsmanship and camaraderie that The Spirit of Rugby represents. 

“This summer is guaranteed to be an exciting time for rugby fans and while this year will be a different experience, The Famous Grouse plans to make the tour as unforgettable as possible for all stakeholders, and particularly supporters of rugby.”

Former Scotland international Jim Hamilton, meanwhile, has been brought in to support The Spirit of Rugby campaign – which seeks to celebrate the similarities The Famous Grouse shares with the sport such as skill and craft – across all of the brand’s rugby sponsorships, including Premiership Rugby and Glasgow Warriors. 

Alongside the four former British & Irish Lions, Jim Hamilton will be the voice of The Famous Grouse to help engage with rugby fans across the UK and further embody the sport’s unparalleled sportsmanship and camaraderie.

In an exclusive partnership with Tesco, The Famous Grouse is also launching a competition to allow fans to win VIP access to The Famous Grouse Clubhouse for the first test match of The British & Irish Lions tour on Saturday 24th July, as well as return travel and a two-night stay in Edinburgh.