Eden Mill x LTA Partnership

Eden Mill x LTA Partnership

Eden Mill x LTA Partnership

The Brief

Eden Mill distillery, established in 2012 on the banks of the Eden Estuary in St Andrews, briefed Silver Pear to generate coverage for its limited-edition Wildcard Gin, an artisan spirit created in partnership with the Lawn Tennis Association (LTA) and the official spirit of British tennis.

With the Eden Mill x LTA partnership entering its final year, Silver Pear were tasked with positioning Wildcard Gin as a desirable purchase, created for a specific tennis-loving and gin-loving audience, and highlighting Eden Mill’s delicious, custom-made serves, full of flavours like Scottish strawberries and raspberries.

The Approach

With the campaign timeline culminating in the Finals weekend of The 2023 Queen’s Club Championship tournament, Silver Pear organised a photoshoot to create highly visual and engaging assets, featuring Eden Mill’s Wildcard hero serves, The Cross Court, The Ace and The Wildcard G&T. These images were designed to increase the chances of securing coverage with key national, regional and luxury consumer titles, as well as across trade media outlets.

In addition, Silver Pear capitalised on Eden Mill’s LTA partnership, inviting key press to attend The Queen’s Club Championships and subsequent Eastbourne International, to build relationships with key Eden Mill stakeholders who were in attendance.

Finally, to make the most of the final year of the LTA partnership, Silver Pear commissioned the production of exclusive Wildcard Gin hampers, which were gifted to a target list of influencers in the lifestyle, food and drink, and gin sectors. The influencers were encouraged to create their own Wildcard serve during The Queen’s Finals weekend, sharing their content using the hashtag #WildcardGin.

The Results

73 pieces of national, regional and trade coverage, with a reach of over 76,000,000, including pick up of the Cross Court cocktail in national consumer title Cosmopolitan Online, featuring beautiful imagery of the delicious serve.

45 pieces of influencer coverage, with a reach of over 231,000.

A highly creative and engaging selection of social content shared by national influencers, showcasing Wildcard Gin serves, from influencers including Hey Renu, Geordie Gin Queen and Gin and Domic.