Building on more than 30 years of heritage, it was the perfect time to return to the world of Rugby to drive relevance amongst 45-55 year olds. We identified, contracted and managed partnerships with The British & Irish Lions, South Africa Rugby and Premiership Rugby to lead The Famous Grouse campaign – ‘The Spirit of Rugby’. To compliment this we signed five high profile ex-players to help drive association with fans across the UK & Ireland.