Famous Grouse has launched their latest advertising campaign as part of the blended whisky’s continued partnership with Scottish Rugby. The ad lands ahead of the Scotland-England Six Nations rugby match this coming Saturday (14th February).
Titled ‘The Get Together’, the campaign stars Scottish actor Martin Compston joins a group of friends as they enjoy Famous Grouse & Ginger Highballs and cheer on their team.
The ad seeks to explore how sport can act as ‘social glue’ for groups of friends. Earlier this year, famous grouse carried out research that showed nearly half of Britons surveyed spend less than 80 minutes a week with close friends; however, when they do, live sport often plays an important role in getting people together.
Compston found this particularly relatable, saying: “Acting takes me all over the world, which makes it harder to make plans with mates, especially when you’re far away from the people you grew up with. The laughs, social rituals and time together really matter, which is why The Famous Grouse’s ‘Get Together’ series – celebrating those moments friends still show up for, like a rugby matchday – feels so personal to me.”
Karen Daly, marketing manager for Famous Grouse, added: “The brand has always stood for bringing people together, and this content series was created to lean into that, especially around the shared energy of match days. We wanted to spotlight the stories, rituals and moments that happen when fans come together – pre, during and post-match – and inspire others to do the same.”
Speaking on the campaign, she said: “It celebrates real moments of connection, from opposing fans coming together over their shared enjoyment for a Grouse & Ginger, to friends sticking to their no‑phones ritual so they can be fully present in the moment.”
This latest campaign is the latest in a longstanding collaboration between Famous Grouse and Scottish Rugby. The two parties first came together in 1990, with Famous Grouse later becoming the first ever front of shirt sponsor for Scotland Men’s team in 1998. Famous grouse has also been a primary sponsor of the woman’s team since 2023.
Daly highlights the significance of this ongoing collaboration: “A long‑standing partnership like The Famous Grouse and Scottish Rugby carries real hearts and minds because of its history, and we believe it has truly influenced how Scottish consumers perceive the brand.”
Famous Grouse was sold by Edrington to William Grant and Sons last year for an undisclosed sum. While this transition period could have led to some uncertainty for the much-loved blend, this latest stage of the Famous Grouse-Scottish Rugby partnership will be a welcome sign for both fans of the brand and Scottish rugby.
(For more information on William Grant acquiring the UK’s best selling whisky, check out our previous article “Famous Grouse Sale Approved.”)
