Buffalo Trace Acquires a Taste for Rugby With Partnership Overseas

Buffalo Trace is partnering with Premiership Rugby as part of increased efforts of expansion in the U.K. (Photo: AP Photo/Odd Andersen)

Sportcal reported on Wednesday that Buffalo Trace launched an official partnership with Premiership Rugby. The deal makes Buffalo Trace the Official Spirits Partner of the league for the 2024-25 season, and the Kentucky bourbon brand is the first whiskey brand to achieve that title.

The Spirits Business reported that Buffalo Trace will offer exclusive activations and share content to socials.

“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 Director of Buffalo Trace UK Laura Edwards in a statement. “The devoted energy of rugby fans and the toughness of its players echoes the legacy of Buffalo Trace, which is uncompromising, perseverance and independence. We are excited to introduce fans of the sport to real and authentic American Bourbon, the perfect drink to watch rugby with during the 2024/25 season and beyond.”

The Spirits Business reported Buffalo Trace bourbon will be available at every club in the league throughout England, and will be served at concessions stands as the only bourbon at the stadium.

Buffalo Trace is additionally offering a Buffalo Trace & Ginger cocktail to rugby fans when they attend the games.

Bringing a Taste of America to The United Kingdom

Forget the British Invasion. It seems like Buffalo Trace is intending to make major waves in Europe with its whiskey.

In April, the brand opened its inaugural brick-and-mortar “brand home” in London’s Covent Garden. One month later, the brand set up a pop-up phone booth experience, inviting fans of the brand to “answer the call.”

Those who picked up the phone would receive a once-in-a-lifetime opportunity to taste Pappy Van Winkle 23 Year Old and Eagle Rare 25 Year Old for free.

It appears Buffalo Trace’s recent partnership with Premiership Rugby is yet another effort at making a dent in the U.K.’s market, which is predisposed to scotch whisky.

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