Rémy Martin is putting rugby at the heart of its Father’s Day campaign as it looks to drive premium spirits sales across UK grocery.

The cognac brand has launched a nationwide retail and media push for its limited-edition Barbarian FC Rémy Martin VSOP gift pack, which is now available in major UK grocery retailers.

The campaign brings together Rémy Martin’s partnership with The Barbarians alongside activity featuring rugby names including Sir Gareth Edwards and Dan Biggar.

The brand said rugby remained a key platform for reaching premium dark spirits shoppers in the UK, with the Father’s Day campaign designed to boost seasonal visibility and support gifting sales.

The limited-edition pack will be backed by in-store and online activations, as Rémy Martin looks to create standout retail displays around both Father’s Day and key rugby moments.

Rémy Cointreau marketing director Nick Ganich said: “Rémy Martin VSOP and the Barbarians both represent a devotion to excellence, tradition and team spirit.

“Created especially for Father’s Day, this limited edition beautifully expresses our partnership, celebrating the shared values, camaraderie, and passions that bring people together across generations.”

Barbarian FC president John Spencer added: “The Barbarian FC is delighted to partner with world-renowned Rémy Martin VSOP Cognac.

“Maison Rémy Martin has over 300 years of history mixing tradition and innovation, which is very much in line with the Barbarians’ core values.

“It is hugely important to partner with brands who carry those similar traits and passions and with Rémy Martin VSOP Cognac we have that.”

The retail campaign will run alongside media activity with rugby podcasts The Good, The Bad & The Rugby and The Good, The Scaz & The Rugby, with branded segments running across both platforms from 26 May in the run-up to Father’s Day.

Welsh fly-half Dan Biggar, who won 112 international caps during a 15-year career, will also support the campaign through social and digital content over the Father’s Day period.

Rémy Martin said the campaign would help bring together gifting, celebration and rugby fandom, while giving grocery retailers a timely opportunity to build premium spirits sales during a key seasonal occasion.

Sign up here to get the latest grocery and food news each morning

More text here.