Have you been following the 2015 Rugby World Cup? If not, you’re missing out. It’s projected to be the most watched Rugby World Cup in the event’s 28-year history, and has pubs around the world buzzing with energy.

Duggal got to experience the excitement in spirited fashion at Tullamore D.E.W.’s pop-up fan zone in New York City Oct. 7. Created by our friends at Momentum Worldwide and inspired by “the classic cozy Irish snug commonly found in pubs,” Tullamore D.E.W.’s Daniel E. Williams Snug treated hundreds of rugby fans to free whiskey samplings, fresh baked pub pretzels, kabobs and a massive projected screen showing the day’s matches.

The event was a big part of Tullamore’s first-ever campaign with an international sporting event, as well as William Grant & Sons’ overarching campaign as the Official Spirits & Champagne Tournament Provider of Rugby World Cup 2015.

“Tullamore D.E.W. is excited to align with Rugby World Cup 2015 to celebrate a highly social sport that strengthens bonds and draws people in – values that are at the heart of our brand,” Tullamore D.E.W. Senior Brand Manager Cindy Wang said in a press release. “We're looking forward to engaging thousands of rugby fans with Tullamore D.E.W. through one of the world's greatest sporting events."

The Tullamore D.E.W. fan zone was reminiscent of Momentum Worldwide’s 2014 pop-up speakeasy for Hendrick’s Gin in that it was a creative, memorable and truly immersive brand experience. Duggal Senior Account Executive Carole Garcia partners with Momentum to provide graphics that draw passersby to these awesome promotions. Cheers to another successful collaboration between multiple brands that understand the power of visual engagement.