Coinciding with the start of the Guinness Six Nations rugby tournament, The Famous Grouse has launched a new campaign extolling the virtues of meeting up with pals to watch sport.
Fronted by Scots actor Marton Compston, ‘The Get Together’ content series continues the blended whisky brand’s long-standing partnership with Scottish Rugby – but now under its new owners, William Grant and Sons, which acquired The Famous Grouse from Edrington last year.
Backing up its argument in favour of match-day socialising, research commissioned by The Famous Grouse found that over half of its respondents spent less than 80 minutes a week meeting their closest friends – even though three in every four of them reported ‘feeling great’ almost immediately when they did.
Against that background, live sport remains a ‘social glue’ with the power to overcome people’s busy schedules and clashing calendars, creating occasions when friends will actually meet up.
Compston said: “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.”
To launch the campaign, Compston features in a video that celebrates occasions when friends finally take their plans out of the group chat and into the pub, ‘cheering for their favourite team over a Famous Grouse & Ginger’.
Marketing manager at The Famous Grouse Karen Daly, said: “Rugby isn’t just about who’s scoring the tries – it’s about who you’re watching it with.
“‘The Get Together’ from The Famous Grouse is designed to celebrate those social rituals which makes those 80 minutes more meaningful far beyond the final whistle.
“Partnering with Martin Compston felt like the perfect way to bring that sociable spirit to life. Wherever you are in the world, and no matter how busy you get, the friends you surround yourself with pre, during and post game create some of life’s best moments. Cheers to that!”
Chief customer officer at Scottish Rugby, Olaf Gueldner, commented: “Rugby has always been about more than what happens on the pitch. It’s about connection – between teammates, supporters and communities.
“This content series captures the spirit of Scottish Rugby and the role the game plays in bringing friends together, which is something we’re incredibly proud of.”
Scottish Rugby player Josh Bayliss added: “As a professional rugby player, matchday is just one part of the story. From the changing room, to on the training pitch and traveling together, it’s much bigger than those 80 minutes.
“It’s all about the shared routines, rituals, and having each other’s backs. It’s been great to be part of The Famous Grouse and Scottish Rugby’s ‘The Get Together’ content series celebrating how the game offers people the reason to show up for each other.”
