Westons Cider brand signs smashing new deal to become the Official Cider of British Tennis
Westons Cider has announced an exciting partnership between its On-Trade Mortimer’s Orchard brand and the Lawn Tennis Association (LTA), the National Governing Body for tennis in Great Britain.
The premium cider brand’s first large-scale partnership will give Mortimer’s Orchard exclusive pouring rights at a series of high-profile tournaments including the Fever-Tree Championships held at The Queen’s Club, Birmingham Classic, Eastbourne International and Nottingham Open.
Taking to the court from April, the partnership with the LTA will drive further awareness and trial of Mortimer’s Orchard amongst tens of thousands of tennis fans at tournaments throughout the summer.
It will also feature the launch of the inaugural Mortimer’s Orchard Cider Bar at the Fever-Tree Championships, where tournament-goers will be able to enjoy the brand’s Original and English Berry offerings, both of which provide lasting refreshment with a light, sparkling finish.
“The quintessentially British nature of the LTA brand strongly reflects the Mortimer’s Orchard positioning as an expertly balanced, premium cider made with 100% fresh English apple juice,” explains Sally McKinnon, Head of Brands at Westons Cider.
“Summer sports and a cold pint of cider go hand-in-hand and, as such a well-established symbol of British summer time, the LTA is a clear fit with the Mortimer’s Orchard brand. The partnership is the ideal platform to reach even more Mortimer’s Orchard target consumers as they enjoy a day of sport.”
“We’re thrilled to be embarking on a partnership with Mortimer’s Orchard this summer,” adds James Mercer, Commercial Director at the LTA. “For many of our fans, come rain or shine a day out at the tennis just isn’t complete without a refreshing beverage in hand. With such a strong British heritage, Mortimer’s Orchard is the perfect cider for us.”
The LTA partnership will add to a raft of sponsorships and activations for Mortimer’s Orchard across the summer, to coincide with the key cider-drinking season, whilst the partnership will be supported with a digital campaign incorporating social media and blogger activation.
Westons uses traditional methods in its cider making process and over 90% of the apples used to make Westons ciders is sourced from the three countries of Herefordshire, Worcestershire and Gloucestershire
The Westons Cider portfolio is widely available throughout the UK as well as in over 40 countries globally
UK on-trade listings include Mitchells & Butlers, Spirit Group, Punch, Enterprise Inns, Fullers, Greene King, Hall & Woodhouse, Marstons, Charles Wells, Youngs and Matthew Clark Wholesale
UK retail listings for the range include all the major grocers such as Waitrose, Sainsbury’s, Tesco, Morrisons, Asda, the Co-op and Booths
The Lawn Tennis Association (LTA) is the National Governing Body for tennis in Great Britain, responsible for developing and promoting the sport, with a mission to get more people playing tennis more often. It does this under the consumer brand of British Tennis, by working with a broad range of partners and over 25,000 volunteers, to grow the game in communities, clubs and schools. The LTA represents the interests of over 590,000 British Tennis Members, men and women, girls and boys across the country, playing on more than 23,000 courts. The LTA runs and supports a network of 11,500 approved tournaments for players of all ages, the corner-stones of which are the premier grass court events leading up to Wimbledon, held in Nottingham, Birmingham, Queen’s Club-London and Eastbourne. The LTA works with many delivery partners to grow the sport across the country. One of these is its charitable entity, the Tennis Foundation, to provide a tennis provision for more than 20,000 schools, disadvantaged youth as well as promoting tennis as an inclusive sport for anyone with a disability. For further information about the LTA and British Tennis, and to review the British Tennis strategy for 2015 – 2019 visit www.lta.org.uk or followTwitter @BritishTennis.
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