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.”

Bookmark this

Site Search


Breaking up with Burgundy

Making my way through the recent tranche of Burgundy tastings for the much-hyped 2015 vintage, I found myself experiencing a moment of guilt.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know