SCOTCH whiskey and gin producer Eden Mill has entered into a new partnership with the Lawn Tennis Association – its first sponsorship outside of Scotland.
The Eden Mill brand will be on display and its spirits served at the Queen’s Club Championship in London which kicks off today under a deal that makes it the official spirit of British tennis.
As well as the Queen’s event, the company, which has long been a major sponsor of Scottish football, will have marketing and distribution rights to the hosting areas of Nottingham, Birmingham and Eastbourne – the grass-court events leading up to Wimbledon. end of June. .
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Eden Mill has introduced a new spirit, a gin infused with Scottish strawberries and raspberries, to coincide with the deal.
Paul Miller, Managing Director of Eden Mill, said: “We are delighted to partner with the LTA, bringing Eden Mill St Andrews to tennis fans across Britain. This is our first sports sponsorship deal outside of Scotland, and we believe it will bring us to new audiences.
“Our limited edition Wildcard Gin has been designed to celebrate this partnership and is perfect for enjoying a summer of British tennis.”
The sponsorship comes after Inverleith LLP, an Edinburgh-based investment firm, acquired a majority stake in Eden Mill in January.
Richard Daish, LTA Marketing and Commercial Director, said: “We are 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 beverage brand and tennis as well. »