Ahead of the 2017 Tour to New Zealand we partnered the UK’s number one cask beer with the Lions as its ‘Official Beer’ in the UK and Ireland.
Doom Bar joined the Lions family as an Official Sponsor in the UK and Ireland. This partnership was for the build-up to and throughout the 10-game adventure including the showpiece three Test match series against the All Blacks, the three-time World Champions.
James Nicholls, Senior Brand Manager at Sharp’s Brewery said: “We believe the 2017 British & Irish Lions Tour to New Zealand represents the iconic and inspirational pinnacle of the rugby game so this is a proud moment for all of us in the brewery. The association of Doom Bar with the Lions is a great fit, based on our values of dedication, commitment, precision and teamwork, which are required on the field and in the brew house.
Charlie McEwen, Chief Operating Officer of the British & Irish Lions, said: “We are delighted to welcome Doom Bar into the Lions commercial family and we are sure that our fans at home will enjoy celebrating the Tour with a pint of Doom Bar in hand. We look forward to working with them in the coming months in the UK & Ireland during the Tour.”