LTA Unveils Official Spirit Of British Tennis

The Lawn Tennis Association (LTA) has announced a new multi-year partnership with independent microbrewery and distillery Eden Mill St Andrews.

Under terms of the four-year agreement with tennis’ national governing body, Eden Mill St Andrews will become the official spirit of British tennis.

In doing so, Eden Mill St Andrews, will have activation and pouring rights at the LTA’s four major international grass court events – the Rothesay Open, the cinch Championships at The Queen’s Club, the Rothseay Classic and the Rothesay International.

As well as on-site branding and experiential marketing opportunities, the brand’s spirts will be served at public and hospitality venues at all four events, starting with the Rothesay Open which this year begins 6th June.

To coincide with the new partnership, which was brokered by London-based sports marketing agency Rocket Sports, Eden Mill St Andrews has launched a new limited-edition ‘Wildcard’ gin product that, according to a statement, is ‘specifically crafted for tennis fans’.

Eden Mill St Andrews has appointed Bright Partnerships as their lead agency for all the supporting campaign creative and activations.

“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 “ said Richard Daish, LTA Marketing and Commercial Director. “Eden Mill St Andrews is a very innovative and progressive distillery, and we look forward to collaborating as we work together to promote Eden Mill St Andrews and tennis.”

Eden Mill CEO, Paul Miller, added, “We are thrilled to be partnering with the LTA, bringing Eden Mill St Andrews to tennis fans across Britain.

“I can’t wait for tennis fans to experience Eden Mill’s unique approach to gin making. We are delighted to present our limited edition ‘Wildcard’ gin. This exciting new gin, infused with Scottish strawberries and raspberries, is the perfect gin to compliment a summer of tennis.”