MCC scores with Lord?s brand - Licensing.biz

MCC scores with Lord?s brand

Marylebone Cricket Club (MCC) has launched its first range of products under the Lord's the Home of Cricket brand.
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In a partnership with SPS, the first products include a Twelve Year-old Whisky and Premium Gin.

The spirits will be sold via the Lord’s online shop and selected Waitrose and John Lewis stores in the run up to Christmas.

The range will initially feature whisky and gin in presentation boxes, followed in 2008 by unboxed Five Year-old Whisky and London Dry Gin.

The full range will be extended into Threshers outlets in January and rolled out to other territories, including duty free outlets, later in 2008.

Mark Chapman, MD of SPS believes the range covers the full spectrum of whisky and gin drinkers.

David Batts from MCC said: “Lord’s is the most famous cricket ground in the world and MCC are the Guardians of the Laws of Cricket. The history and atmosphere at Lord’s, and all that it stands for, has enthralled cricket lovers all over the world, making it a unique and special place. 

“We wanted a selection of products that would reflect this, whilst appealing to a worldwide market. In our new whisky and gin range we feel that, like the Ground at Lord’s, we have embodied both the traditional and the modern.”

A bottle of the Lord’s London Dry Gin will retail between £10.00 and £12.99. The Lord’s 7 Year-old Whisky will retail between £14.99 and £18.99, as will the boxed Lord’s Premium Gin. A boxed Lord’s 12 Year-old Whisky will cost consumers between £19.99 and £24.99.

David Bickers of licensing agent John Simpson Associates, added: “JSA have worked closely with MCC to create a brand extension strategy that will go into select and relevant areas. Whisky and Gin fit in very well with our target market.”

“These premium products will ably compete side by side with many famous brands in this category in the on and off trade market places as well as worldwide and Duty Free. Further products in different categories are currently in negotiation,” he said.

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