The agreement means the drinks maker’s luxury division, which includes the Tanqueray No. Ten and Johnnie Walker Blue Label brands, will have pouring and activation rights at all events hosted by the Estate.
In addition to Glorious Goodwood, the Estate also hosts motor sport’s Festival of Speed, fashion festival “Vintage” and historic motor race the Goodwood Revival.
Rob Ward, head of marketing for Reserve Brands, says the deal will help it to “target and engage with a highly discerning crowd”.
Tanqueray will be the lead brand across the Estate with a focus at Glorious Goodwood and Vintage at Goodwood.
Separately, Diageo brand Guinness has denied reports that it is to end its five-year title sponsorship of Rugby Union’s Premiership.
The Times reported yesterday (21 May) that insurance firm LV= is to replace Guinness as title sponsor.
However, Lee Bailey, senior sponsorship and events manager at Diageo GB, says it is “committed to continuing” its “long and proud association with rugby in the UK” and is currently in discussions with the championship’s organisers, Premier Rugby about “how we continue our very successful partnership”.