The UK division of Sazerac Co has bought ‘official spirits partner’ status with Gallagher Premiership Rugby for the group’s Buffalo Trace bourbon.
The arrangement, described by the unit as “multi-year”, kicks off this week with the first round of the competition’s fixtures. Financial details were not disclosed, with Sazerac claiming the brand is the first whiskey to hold the status.
As well as exclusive bourbon presence in stadiums, Buffalo Trace will also leverage the deal with rugby-themed promotions on both broadcast and social media.
Running until the final on 14 June, the ten-team Gallagher Premiership, which is also sponsored by Asahi’s London Pride beer brand, comprises 18 rounds plus a play-off weekend.
“Our landmark partnership with Premiership Rugby provides our business with an incredible platform to continue the exponential growth of the Buffalo Trace brand in the UK market,” said Sazerac UK MD Laura Edwards. “We are excited to introduce fans of the sport to real and authentic American bourbon … .”
The Gallagher Premiership was known as the Guinness Premiership for five years (2005-10) although the Diageo-owned stout has turned its attention to soccer this year, becoming the ‘official beer’ and ‘official non-alcoholic beer’ of the English Premier League in June.
Three months earlier, Sazerac completed a high-profile RTD acquisition, buying the BuzzBallz premix brand for an undisclosed fee.
