Grouse flies in a new direction

The Famous Grouse has signed a new deal to continue its sponsorship of Scottish Rugby until May 2009.

The renewal follows a 16-year partnership but will see a number of changes as the brand plans to divert some of its support budget into different areas.

The whisky will be the official sponsor of the Scotland team for the games against Ireland and South Africa in the build-up to the Rugby World Cup, and until the tournament finishes in October.

After that, The Famous Grouse will step aside as shirt sponsor and become the "official spirit" partner of Scottish Rugby until May 2009.

Scottish Rugby is now talking to a number of prospective new shirt sponsors. The Famous Grouse said it would work closely with Scottish Rugby to ensure a smooth and seamless transition, until the new shirt sponsor is announced.

Bill Farrar, group sales and marketing director of the Edrington Group, owners of The Famous Grouse, said: "We have enjoyed a long relationship with Scottish Rugby and are looking forward to taking our association to the next level.

"The Scotch whisky industry has evolved over the last 16 years and there are a number of international opportunities for growth

that require investment by The Famous Grouse.

"This is an appropriate time to stand aside from high-profile association with the shirt and allow Scottish Rugby to explore other potential opportunities in this area.

"We are proud to support the national team through what will be a fifth World Cup campaign."