Starward Whisky has agreed a “multi-year” arrangement that positions its namesake brand as an ‘official partner’ of Rugby Australia.
The deal, the financial terms of which were not disclosed, includes stadium activations, digital content and branded new-product releases. Rugby Australia, which manages the Perth SVNS, Wallabies and Wallaroos teams, said Starward will have “extensive rights across Rugby Australia’s major events, including match-day hospitality, stadium signage, player appearances and co-branded merchandise”.
Starward’s founder, David Vitale, said: “When I started Starward, I wanted to make a whisky that could stand next to the world’s best and belong there – not as an Australian version of something else, but as something the world hadn’t tasted before.
“The Wallabies and Wallaroos are building toward exactly that moment: Australia on home soil (for the men’s World Cup) in 2027 and (for the women’s World Cup in) 2029, showing the world what we’re made of.
“That’s a story Starward understands from the inside. We’re proud to be part of it.”
Vitale returned to the helm of the Melbourne-headquartered business in January, acquiring Starward for an undisclosed sum following its split from Diageo’s brand incubator partner, Distill Ventures.
