The promotion, which will run in participating bars and stores, asks entrants to ‘Raise it, Snap it and Share it’ by ‘raising a glass’ in support of their team and sharing it as a tweet or Instagram image using the hashtag #RaiseEmUp2015.

The campaign will run across Twitter, Instagram, Facebook and on www.RaiseEmUp2015.com with 40 pairs of tickets to be won, including two pairs for the final at Twickenham on October 31. Draws for winners will take place on a weekly basis giving away tickets to group matches, quarter-finals and semi-finals*. Tickets to the final at Twickenham stadium will be drawn on October 20. 

Grants says each week, merchandise including t-shirts, caps and Gilbert mini rugby balls will also be given away as prizes. Consumers in participating bars will be given a ‘Snap & Win’ card when they purchase a drink from the William Grant & Sons UK portfolio of brands for a chance to win instantly branded merchandise.

The campaign will be communicated via 3,000 #RaiseEmUp2015 promotional kits that will go into selected bars and in stores the campaign will be communicated via 600,000 neck collars on participating William Grant & Sons UK brands.

William Grant marketing director Gary Keogh, said: “This tournament is one of the world’s greatest sporting events and we’re looking forward to engaging millions of rugby fans with our portfolio of brands in and around match venues, at bars or at home.”

*Consumers can enter once each week and will automatically be added into the draws for the semi-finals and Final the first five times they enter.

William Grant & Sons UK portfolio of brands includes: Grant’s, Piper-Heidsieck, Hendrick’s, Glenfiddich, Balvenie, Tullamore Dew, Drambuie, Sailor Jerry and Zubrowka will have exclusive pouring rights at all Rugby World Cup 2015 stadiums.

The tournament takes place between September 18 and October 31 with 20 nations, participating in 48 matches, across 13 stadiums.