Westons Cider has announced a 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.