FOOD and drink will play a major part in golf’s Ryder Cup, being held next month (26 – 28 September) at Gleneagles.
And Diageo will be using the event as a platform for Johnnie Walker, the world’s biggest spirits brand
Last year the giant drinks firm effectively relaunched Johnnie Walker Red Label (the world’s best-selling whisky) in the UK.
It also sees the Ryder Cup period as a time when specialist whisky retailers could do well with the many premium and super-premium whiskies in the Johnnie Walker portfolio. In June Ryder Cup legend Colin Montgomerie unveiled a rare Johnnie Walker Blue Label Ryder Cup Limited Edition Scotch Whisky. Just 2,350 individually numbered bottles (RRP £225) have been crafted to celebrate the return of the tournament to the home of golf and whisky.
• Highland Spring is official water supplier to The 2014 Ryder Cup.
Scott Dickson, senior brand manager Highland Spring Group, said: “To celebrate our involvement with the tournament, we ran a UK-wide, on-pack promotion inviting consumers and retailers to be part of the action. This was hugely successful, receiving over 200,000 entries. “We are planning further activation in line with the tournament, which will take place in and around Edinburgh, to ensure the Highland Spring brand is synonymous with golf and one of the most watched sporting events in the world.”