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.”