Whisky brand Whyte & Mackay has played upon the competitive – but friendly –national rivalries exhibited by Scotland, England, Ireland and Wales in the run up to the British & Irish Lions’ tour of New Zealand.
Stars from each nations' team – Stuart Hogg (Scotland), Conor Murray (Ireland), Elliot Daly (England) and Adam Jones (Wales) – give the definitive answers to questions like who is the hardest tackler, who has the best national anthem and more, as the brand looks to “smooth things over” between home nations before they are called upon to perform.
The international partnership came together as a combined effort of Punk and Wire, and will run synchronised with cross channel activation more than 600 bars and pubs, touching down in supermarkets with a limited edition on-pack Lions glass.
Ruairi Perry, head of blended whisky brands at Whyte & Mackay, said: “The Lions are the best of the best, selected from the four nations – an ethos that parallels Whyte & Mackay’s blending process: bringing the finest single malt together with grain whisky in a unique triple maturation process to create a surprisingly smooth blend. It makes perfect sense for us to partner with the Lions Tour.
“We have been on a fun mission to help smooth things over and celebrate each other’s heritage – well at least for the duration of the Lion’s Tour – and we’re excited about engaging with existing and new Whyte & Mackay drinkers throughout the campaign.”
Adam Jones of the Lions added: “As soon as we pulled on that special Lions shirt we knew we were one team, our differences were set aside, so it’s been great working with Whyte & Mackay to smooth things over and unite in a humorous look at each other’s nations.”
One point of contention between Scotland and Wales was the spelling of whisky (whiskey).