The Joint Tradition of Celebrating Sport and Drinking

Sports and spirits have long been intertwined, particularly in the UK and across Europe and the US. With an eventful summer of sport every year to look forward to, it’s interesting to reflect on the enjoyment that comes from sharing a few drinks and drams of whisky while watching sport together with friends, family, and colleagues.

From the inspiring Paris Olympics to exceptional golf tournaments, the tradition of celebrating sporting achievements and cheering on a summer of sport with a drink is fascinating. This article delves into the historical origins, its evolution, and the special relationship between whisky, sports, and golf in particular.

Toasting traditions of sporting success

The history of toasting sporting success with alcohol and drinks dates back to ancient times. In Greece, winners of the original Olympic Games were rewarded with amphoras filled with olive oil and wine. This practice set the stage for a long-standing association between sporting triumphs and celebratory drinks. In mediaeval Europe, hunters and jousters would often gather in great halls to recount their exploits over ales and meads. The modern-day equivalent might be a day out clay pigeon shooting and drinking to you and your friend’s success afterwards.

As organised sports began to emerge in the 18th and 19th centuries, this tradition naturally carried over, with pubs becoming the go-to venues for post-match revelry. Historically, in the UK, pub signs and their names provide an interesting insight into social history and the evolution of the drink/sport dual relationship. The emergence of the duo is represented in popular historic pub names, such as ‘The Cricketers’, ‘The Sportsman’ and many other memorable golf bars that have their doors open for sports fans.

Today, this age-old custom continues with people happy to share drinks while watching a major match together for lasting memories and laughs. Likewise, throwing a viewing party at home is a great way to share drinks and cheer on your team, players, or club. If the weather isn’t great, a party marquee will keep guests protected from the elements while a few glasses of whisky are enjoyed.

Photo Credit: Strawberry Marquees

Celebrating British sporting culture

While beer has always been a popular choice for sports fans, whisky and gin has carved out a niche in British sporting culture, particularly in Scotland. For anyone who loves a dram and a round of golf, you’ll find a whisky tasting opportunity and fantastic distilleries near many of the country’s top golf courses. The spirit’s association with prestige and refinement made it a natural fit for celebrating momentous victories and honouring athletic achievements.

As golf gained popularity in Scotland during the 19th century, whisky became an integral part of the sport’s culture. The concept of the “19th hole” – the clubhouse bar where players gather after a round – solidified the bond between golf and whisky. This tradition spread globally as golf’s popularity grew, with many prestigious tournaments now featuring whisky tastings and special edition bottles to commemorate the events.

Photo Credit: Royal Automobile Club

Sponsoring whisky and tournaments

The connection between whisky and sports has been further strengthened through high-profile sponsorship deals and marketing campaigns. When it comes to whisky pairings, famous whisky related sporting adverts, and sport sponsorships, some notable examples include:

1. Glenfiddich and the Scottish Open: The renowned Speyside distillery has been a long-time sponsor of this prestigious golf tournament, offering special edition bottles to commemorate each year’s event.

1. Johnnie Walker and Formula 1: The iconic blended Scotch brand has been a prominent sponsor in Formula 1 racing, with its logo adorning cars and trackside advertisements.

1. Famous Grouse and Scottish Rugby: As the official whisky of the Scottish Rugby Union, Famous Grouse has become synonymous with match day celebrations at Murrayfield Stadium.

These partnerships not only raise the profile of whisky brands but also reinforce the spirit’s association with sporting excellence and celebration.

Sharing whisky with sporting events

Beyond sponsorships, whisky plays a significant role in the social fabric of sporting events. From pre-match tailgating to post-game analysis, sharing a dram with fellow fans has become a cherished ritual for many sports enthusiasts. This social aspect extends to various sports:

1. Football: Whether it’s a local pub showing a Premier League match or the VIP lounges at major stadiums, whisky is often the drink of choice for discerning football fans.

1. Rugby: The “third half” – the post-match socialising – is an essential part of rugby culture, with whisky featuring prominently in these gatherings.

1. Cricket: Test matches and county games often see spectators bringing picnic baskets complete with their favourite whiskies to enjoy during the day’s play.

1. Horse Racing: Events like the Grand National and Royal Ascot are as much about the social experience as they are about the races, with whisky bars and tastings being popular attractions.

Connecting whisky with competitive games

The association between whisky and competitive pursuits extends beyond traditional sports. Card games, particularly poker, have long been linked with whisky consumption. The image of high-stakes players sipping fine Scotch as they bluff their way to victory is deeply ingrained in popular culture.

In recent years, there’s been a growing trend of whisky tastings and competitions being organised as events in their own right. These gatherings often feature blind tastings, food pairings, and even “whisky Olympics” where participants compete in various whisky-related challenges. In light of this year’s summer sporting endeavours in Paris, whisky brands launch and promote themselves to time in with the Olympics and other major sporting events.

Celebrating success responsibly

While the tradition of celebrating sport with a drink is deeply rooted, it’s important to acknowledge the need for being sensible. Many sporting organisations and whisky brands now promote ethical messages of moderation and responsible drinking alongside their products and events.

Some distilleries have even begun producing non-alcoholic or low-alcohol versions of their whiskies to cater to those who wish to participate in the tradition without consuming alcohol. This trend reflects a growing awareness of health and wellness concerns among sports fans and whisky enthusiasts alike.

Looking ahead

As we look to the future, the relationship between sports and whisky continues to evolve. With the rise of e-sports and virtual competitions, we may see new ways of incorporating whisky into these digital celebrations. Virtual whisky tastings and online “19th hole” gatherings could become more common, allowing fans from around the world to share in the tradition.

Additionally, as the whisky industry embraces sustainability and ethical production methods, we may see more partnerships between distilleries and sports organisations focused on environmental and social responsibility. This could lead to special edition whiskies that not only commemorate sporting events but also contribute to important causes.

The tradition of celebrating sport with a well-earned drink, particularly a delicious new dram of whisky, is deeply ingrained in Western culture. From its historical roots to modern-day sponsorships and social gatherings, this custom continues to bring people together and enhance the sporting experience.

Whisky enthusiasts and sports fans have the privilege of participating in this rich tradition of joint celebrations. Whether it’s raising a glass to our favourite team’s victory, enjoying a dram at the 19th hole or your travels through Scotland, the connection between whisky and sporting achievement remains strong.

The next time you watch a thrilling match or participate in your favourite sport, consider celebrating with a fine whisky. In doing so, you’ll be taking part in a time-honoured tradition that bridges cultures, generations, and the worlds of sport and spirits.

Photo by Marcos Moraes on Unsplash

Tags: drinkingspiritsSport

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.