A new online film voiced by rugby union legend Jeremy Guscott and titled ‘Pride On The Field’ trumpets a new supplier partnership between Chase Distillery and the British & Irish Lions which also sees the brand become the Official vodka and gin of the 2021 Lions Tour.
The short partnership announcement film blends footage of the Lions in action with the brand, its ingredients, its gin and vodka products and its skilled employees to reinforces the spirits’ brand’s ‘field to bottle’ positioning.
The creative focuses on synergistic messaging about shared pride, excellence and memorable moments.
The activation launched simultaneously with the official PR campaign announcing that Chase Distillery had joined the British & Irish Lions portfolio of official suppliers.
The partnership sees Chase acquire a rights package which includes digital and social media assets, in-stadium branding, programme advertising, plus training access, as well as tickets for both the Castle Lager Lions Series and the Vodafone 1888 Cup warm up match against Japan (which kicks off at BT Murrayfield on 26 June).
Chase also has access to the Lions’ events programme and an option to create bespoke content using Lions archive and on-tour footage and access to Lions players and coaches for commercial appearances and promotions.
“As a proud British brand, we could not be more excited to be teaming up with the Lions, and to become an Official Supplier for the Series too,” commented James Chase, Director of Chase Distillery. “Both the Lions and everyone at Chase Distillery have a shared commitment to be the very best in our fields, so for us, it’s a perfect partnership. “We already have a number of exciting plans scheduled. As well as introducing limited-edition products and launching some exclusive competitions, we’ll be looking at new, fun and interesting ways to engage with Lions supporters to bring them closer to the game we all love.”
Comment:
Founded in 2008, Chase Distillery is at the forefront of the craft spirits movement: producing a portfolio of gins and vodkas entirely from scratch using potatoes and apples grown on its farm in Herefordshire. This latest partnership adds another corporate sponsor to the Lions stable which also includes Principal Partners Canterbury (kit supplier) and Vodafone (shirt sponsor), plus Global Partner DHL, Official Sponsor Famous Grouse and Official Suppliers Rhino.
Drinks brands have been a key pillar in the rights owner’s past partnership heritage and notable alcohol campaigns from previous Lions tours including 2017’s ‘Fight For Your Territory’ joint activation by All Blacks sponsor Steinlager and Lions sponsor Guinness and Lions official beer Doom Bar’s 2017 ‘NZ v Cornwall’ campaign.
Links
Chase Distillery
https://chasedistillery.co.uk/
British & Irish Lions
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