New Partnership Sees Eden Mill Become the Official Spirit of British Tennis
Eden Mill St Andrews has entered a new partnership arrangement with the Lawn Tennis Association, the National Governing Body of tennis for Great Britain. Under the four-year deal, the distiller will become the Official Spirit of British Tennis.
The Queen’s Club Championships begin today, and the drinks producer will have a considerable presence at the televised event. As well as on-site branding and experiential marketing opportunities, EDEN MILL St Andrews Gin will be served at public and hospitality venues across the site in West London.
Eden Mill St Andrews has ‘activation and pouring rights’ at the LTA’s four major international grass court events – Queen’s, Nottingham, Birmingham and Eastbourne, the tournaments which lead up to Wimbledon.
Alongside the sponsorship arrangement, the firm has produced a new, limited-edition spirit, Wildcard Gin. It is infused with Scottish strawberries and raspberries. Wildcard Gin is presented in a stylish new lightweight, crystal cut bottle, as the company moves towards becoming climate positive, in no small part thanks to its remarkable new distillery which is currently being constructed on the University of St Andrews’ eco campus.
Richard Daish, marketing and commercial director at the LTA, said: “We’re delighted to welcome EDEN MILL St Andrews to the tennis family as the Official Spirit of British Tennis for the next four years. EDEN MILL St Andrews is an innovative and progressive distillery. We look forward to working together, promoting their drinks brand and tennis too.”
Paul Miller, CEO, Eden Mill, added: “We’re thrilled to partner with the LTA, bringing EDEN MILL St Andrews to tennis fans across Britain. This represents our first sports sponsorship arrangement outside Scotland, and we believe it will take us to new audiences. Our limited-edition Wildcard Gin has been crafted to celebrate this partnership and is perfect for enjoying over a summer of British tennis.”