Paddy becomes official whiskey of London Irish

Sazerac-owned Paddy Irish Whiskey has agreed a partnership with London Irish Rugby Club to become the team’s official whiskey for the 2018/19 season.

London Irish squad members Danny Hobbs-Awoyemi (left) and Ollie Hoskins (right)

As part of the deal, Paddy will be the exclusive Irish whiskey brand at the side’s Madejski Stadium in Reading, as well as at the bar in the club’s Hazelwood Centre in Sunbury.

The London Irish Man of the Match award will now be sponsored by Paddy, with the lucky recipient being awarded a bottle of Paddy after the match.

London Irish chief executive, Brian Facer, said: “Paddy is all about the craic and our brands align perfectly. The potential to be innovative with Paddy at different points during the season are endless, and we are really looking forward to working with Paddy Irish Whiskey and the team at Hi-Spirits this season.”

The deal means that all hospitality bars at the Madejski Stadium will showcase the brand, with hospitality customers and members able to sample the Irish whiskey and enjoy Paddy in Irish coffees after every match.

London Irish branding will also feature on Paddy bottles in leading supermarket groups across the UK for selected promotional periods during the year, along with competitions and giveaways in the build up to St Patrick’s Day in March.

James Pattison, UK brand manager for Paddy with distributor Hi-Spirits, said: “We’re very excited to be teaming up with the iconic London Irish Rugby Football Club. It’s a club with a great deal of history that means a great deal to the fans, and we’re proud to be working alongside them.

“We look forward to introducing ourselves to the fans, cheering on the boys in green at every game, and toasting to a successful season together on and off the pitch.”

Sazerac subsidiary Hi-Spirits announced it would take over the distribution of Paddy Irish Whiskey in Ireland earlier this year.