The concept of The Famous Grouse Clubhouse was created to celebrate the brand’s 30 years of heritage with the sport of rugby. It was also developed to help activate and amplify the strategic partnerships with The British and Irish Lions, Premiership Rugby and Glasgow Warriors. YOURGB created the installation with fans at the heart of it – this activation was centred around understanding and translating what the ‘Spirit of Rugby’ means to the supporters. The Famous Grouse Clubhouse launched at Murrayfield Stadium to over 16,000 fans. It was a key serve centric bar, staffed by TFG Ambassadors who specialise in exceptional customer experience, who value customer care through the excellent product knowledge they hold. The concept aimed to create a meeting point for the rugby community, where fans see fans, and they predict, commentate, and reflect on the rugby action up and down the country. It aspires to be the location that fans gravitate towards, where they share their experiences on social media, inviting other fans to join them – ultimately, where they bring their squad together. The Famous Grouse Clubhouse embodies the ‘Spirit of Rugby’ and is THE place to be. We took pride in our delivery, capturing some fantastic content throughout the day, with help from our brilliant Famous Grouse Rugby Ambassadors, including Gavin Hastings and Shane Williams – hosted by Jim Hamilton and of course featuring The Famous Grouse Mascot – Gilbert! Since its initial launch, the YOURGB team has been lucky enough to work with The Famous Grouse activating the Clubhouse at the Summer Nations and Six Nations matches at Murrayfield, Edinburgh.