Whyte & Mackay teams up with British & Irish Lions

14 March, 2017

Whyte & Mackay has announced its biggest-ever international sport partnership with rugby team The British & Irish Lions.

The partnership, the first of its kind for the Scotch whisky brand, will see it support the team on its tour of New Zealand this year. A co-branded marketing campaign will see the partnership brought to life through on and off-trade activations – in the UK and New Zealand - supported by a media campaign.

The activity begins in the UK with a nationwide on-pack promotion in Tesco stores, whereby customers who purchase a bottle of Whyte & Mackay will be in with a chance to win tickets to experience the Tour in New Zealand, plus one of 25 official Lions replica jerseys.

Bryan Donaghey, ceo for Whyte & Mackay, said: “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.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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