The bottles were launched yesterday (19 August) to mark SSE’s co-sponsorship of ITV’s Rugby World Cup coverage.
According to the energy firm, the SSE Sounds of Victory bottles use unique new technology to lock in crowd noise from some of the most famous moments in rugby history, which are released when fans pop the lid.
Colin Banks, SSE head of sponsorship, said the brand wanted to harness the extreme power and emotion of crowd noise, in order to spur supporters to get right behind their nation and even share their own Sounds of Victory.
"We have used new technology to bottle the atmosphere from historic rugby moments and are now calling on fans to create their own roar," he said.
The Sounds of Victory were available at the one-day only pop-up shop, which featured international rugby stars Neil Back (England), Ryan Jones (Wales), Hugo Southwell (Scotland) and Stephen Ferris (Ireland).
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