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Johnnie Walker launches whisky partnership with Scottish Rugby

Scotch whisky brand Johnnie Walker has signed a new Official Partner deal with Scottish Rugby.

Under the three-year deal, Johnnie Walker will become the Official Whisky Partner of Scottish Rugby and the Official Whisky of the Scotland national team.

The deal gives Johnnie Walker exclusive supply rights on match day’s at Scotland’s Murrayfield Stadium, including rights to host standalone pop-up bars.

Dominic McKay, chief operating officer of Scottish Rugby, said: “In recent years we have taken a global approach to promoting Scottish Rugby in Asia, United States and across Europe.

“We are therefore delighted to have the world’s most popular Scotch in Johnnie Walker alongside us when our national team are representing their country, and it is another example of an international blue-chip brand seeing positive opportunities to engage with the wider public through our sport and Scottish Rugby.”

The partnership completes a strong roster of cultural associations for Johnnie Walker in Edinburgh, as the brand prepares to open its global flagship visitor attraction in Princes Street in 2020.

Johnnie Walker is also the Official Whisky Partner of the Edinburgh Fringe and the Edinburgh International Film Festival this year.

For the second year running, it will also sponsor Edinburgh’s Hogmanay Street Party.

Johnnie Walker was founded in Kilmarnock in 1820. Its Johnnie Walker ‘Red Label’ brand has been the best-selling whisky in the world since 1945.