Starward lines up Rugby Australia deal
Australian whisky brand Starward has agreed to a multi-year partnership with Rugby Australia, commencing for the 2026 international season.
The partnership will see the Melbourne-based distillery serve as the official whisky partner of the men’s national team, the Wallabies, the women’s national team, the Wallaroos, and Perth SVNS.
Australia is also the next host of the men’s Rugby World Cup, which takes place in October 2027, and the next women’s Rugby World Cup, which will be held in 2029.
Starward founder David Vitale said: “When I started Starward, I wanted to make a whisky that could stand next to the world’s best and belong there – not as an Australian version of something else, but as something the world hadn’t tasted before.
“The Wallabies and Wallaroos are building toward exactly that moment: Australia on home soil in 2027 and 2029, showing the world what we’re made of. That’s a story Starward understands from the inside. We’re proud to be part of it.”
Through the partnership, Starward will be at the centre of fan experiences at all home Wallabies and Wallaroos Test matches, as well as at the Perth Sevens.
Starting from the 2026 international season, the brand will have exclusive pourage and interactive activation rights at the matches.
The agreement also includes rights to match-day hospitality, stadium signage, player appearances, co-branded merchandise, and a series of limited edition product releases.
“We are thrilled to welcome Starward, a proud Australian-owned and operated business, into the Australian rugby family,” added Rugby Australia CEO Phil Waugh.
“This new partnership will help elevate the unforgettable, shared experiences for our supporters at home events, and we’re looking forward to raising a glass in July.”
In January, Vitale acquired full ownership of the Starward business after Diageo’s involvement with the brand through its Distill Ventures accelerator programme ended.
Diageo had held a 30% minority stake in Starward since 2015.
Vitale, who established Starward in 2007, spoke to SB last year about how Australian spirits can win at home and away, as well as about Australia’s opportunity in the whisky market.
Starward’s head distiller and head blender, Carlie Dyer, also explained the brand’s approach to distilling through a wine lens.
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