LTA and Eden Mill St Andrews announce partnership ahead of the Grass Court Season
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The LTA and Eden Mill St Andrews are excited to announce a four year partnership which will see the award-winning gin and whisky distiller become the Official Spirit of British Tennis.
Established in 2012 in St Andrews, Eden Mill is a contemporary distillery with an established premium gin and emerging single malt scotch whisky.
The partnership with the LTA, the National Governing Body for tennis in Britain, will be an ongoing association and will involve specific rights connected to the LTA’s four major international grass court events:
- Rothesay Open - Nottingham 6-12 June
- cinch Championships at The Queen’s Club - 13-19 June
- Rothesay Classic – Birmingham 11-19 June
- Rothesay International – Eastbourne 20-25 June
Eden Mill St Andrews spirits will be served at public and hospitality venues across each event and include onsite branding and experiential to drive engagement with tennis fans across Britain.
To coincide with the launch, Eden Mill St Andrews will release a fresh entry into the market in the form of ‘Wildcard’. Specifically crafted for tennis fans, this exciting, new limited edition gin is infused with locally sourced Scottish strawberries and raspberries, providing tennis fans with a taste of summer.
‘Wildcard’ gin is presented in the distillery’s new lightweight, crystal cut bottle, highlighting Eden Mill St Andrews’ move towards becoming climate positive and their ongoing commitment to sustainability brought to life in their new distillery, planned to open in 2023.
Commenting on the partnership, Richard Daish, Marketing and Commercial Director at the LTA, said:
“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.
“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.”
Paul Miller, CEO, Eden Mill commented:
“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.”