Chase Distillery: amplifying a sponsorship deal with The Lions

British field to bottle distillery Chase wanted to raise awareness of its partnership with The British & Irish Lions for the South African tournament. The challenge wasn’t just driving cut-through in an extremely crowded space, alongside a host of other sponsors. Ongoing pandemic restrictions meant that matches were played behind closed doors, limiting brand exposure opportunities.

Our response?

With no access to Talent, we had limited opportunities for editorial coverage. Instead, we went after a lifestyle audience to drive our message. This meant a share of shout was achievable, versus solely competing with bigger sponsors for the inundated rugby and sports advocates.

Given there were no spectators allowed, fans were encouraged to watch the games from home. Leveraging this ‘new reality’, we created the ultimate match side beverage (a Chase GB + Tonic) to enjoy whilst watching the final match.

We identified core media and influencers to gift and collaborate with, delving into their audience and ensuring they were an authentic fit. We then shaped a brief to fit their feed, whist ensuring the content conveyed key brand messaging around the partnership and limited edition bottles.


The campaign reached a total of 275,300 accounts, generated a total of 680 link clicks to the Chase Distillery website and a total of 329 sticker taps. Crucially, this allowed us to engaged a broader lifestyle whilst still successfully utilising the sponsorship as a platform.