Whyte & Mackay has announced a partnership with The British & Irish Lions to support the upcoming tour of New Zealand in 2017.
With a co-branded marketing campaign consumers will see the partnership through on and off trade activation, as well as a through-the-line media campaign.
The partnership will see a programme of activity go live in the UK and New Zealand, including out of house media, digital and social amplification, and in-store promotions.
Starting with an on-pack promotion which will launch in Tesco stores nationwide, customers who purchase a bottle of Whyte & Mackay will be in with the chance to win tickets to experience the Tour in New Zealand, plus one of 25 official Lions replica jerseys.
British & Irish Lions, chief operating officer, Charlie McEwen said: “We are delighted to welcome Whyte & Mackay into the Lions commercial family. Like the Lions, Whyte & Mackay has rich and proud history, we look forward to working with them in the coming months to ensure that the partnership is a huge success and we hope our fans will enjoy a ‘wee dram’ during the Tour.”
Bryan Donaghey, CEO, Whyte & Mackay added: “The double lion icon has been part of our brand heritage since the beginning, and that’s just one parallel between the Whyte & Mackay brand and The British & Irish Lions. We are both brilliantly blended – while the Lions take the best rugby players and bring them together for great results, here at Whyte & Mackay, we combine the best single malt and grain whiskies to create our award-winning blended whisky. We can’t wait to join the pride.”