SPORTS MONTH: Lord's programme takes shape

JSA working with Marylebone Cricket Club to develop its Lord's Home of Cricket brand.
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Following the launch earlier this year of Lord's Gin and Whisky in the UK, JSA is continuing to build the licensing programme for the famous cricket ground.

Lord's Gin is now available in 90 per cent of the Waitrose/John Lewis estate, around 147 branches, while Lord's Whisky has just started to appear in Waitrose stores with the aim of achiving the same level of exposure by December.

Thresher Group will launch the products in September/October within its estate, which includes Wine Rack and Oddbins, meaning it should appear in over 1,500 outlets.

The products are also currently being purchased for distribution in Europe, while India, Australia and South Africa will be on board for 2009.

Elsewhere, Lord's Wine was shown at the London International Wine Fair, with the White Burgundy winning a silver medal. Both the red and white varieties will be available online and at retail in September/October.

Lord's Sunscreen has also been test marketed at the ground and has achieved strong sales here and on Lord's online store.

A Lord's Cricket Information and Chat line is currently being tested and refined for 2009.

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