For its first global sports partnership, Bombay Sapphire has teamed up with UIM E1 Racing as official gin partner in conjunction with its new Step Into the Blue campaign.
From Lake Como to Monaco to Miami, E1 Racing has quickly become a global player thanks to exciting powerboat races from star-powered teams owned by renowned athletes like Tom Brady, Rafael Nadal, and LeBron James.
Surprisingly for a brand with such a storied history, the partnership marks a first for Bombay Sapphire.
“It’s not always easy for brands to find authentic matches to forge these types of connections,” says Bombay Sapphire National Brand Director Jamie Keller, “so it took us a long time to identify who that right partner would be.”
As they explored the partnership, three core practices aligned for the two sides, a shared pioneering spirit, an emphasis on sustainability, and the desire to create fan experiences that are truly immersive and unmissable. Sustainability proved key. The all-electric E1 powerboats are more sustainable and much less disruptive to marine life. Bombay Sapphire was the first global gin brand to have its botanicals 100% sustainably sourced and uses 100% recycled glass in its bottles.
The partnership coincides with the launch of Bombay Sapphire’s new global Step Into The Blue campaign inspired by the brand’s distinctive blue bottle. Few brands feature a bottle as iconic and instantly recognizable as Bombay Sapphire. Step Into The Blue encourages people to appreciate the blue skies and blue waterways of the world.
Miami served as another point of synergy as not only host city for the first American E1 race, but as the headquarters of Bacardi USA.
“We’ve got a really strong community there,” Keller says. “It meant a lot to share Bombay Sapphire’s spirit in a new and exciting way with some of the best bars in Miami and restaurants and other partners in the area.”
From an activation at Miami International Airport to partnerships with top bars and hotels, Bombay Sapphire truly seemed to be everywhere. The events kicked off on Thursday November 6th at the Satay Hotel, where Bombay Sapphire partnered with Team Brady for a leaders’ summit panel discussing sustainability in sports featuring Bacardi USA President Tony Latham.
The two days of racing led to victory for Team Brady piloted by Sam Coleman and Emma Kimiläinen. “Seeing them win the championship and capture first place a few days later was icing on the cake,” says Keller, “along with them getting behind the bar to make some Sparkling Lemons to toast to their win.”
Sparkling Lemon serves as the official cocktail of E1 Series, a bright, effervescent cocktail that also appeals to those who are not traditional gin drinkers. The drink features Bombay Sapphire and sparkling lemonade, either as lemonade and club soda or a favorite premium sparkling lemonade mixer.
As the partnership with E1 grows, Keller sees opportunities for some of the top bartenders in the country to get behind the bar at the VIP viewing area, The Ocean Club, and serve drinks to some of the celebrity E1 team owners and their guests. An exciting opportunity to take part in this electric new partnership between E1 and Bombay Sapphire.
Sparkling Lemon
Ingredients:
- 1 ½ oz. Bombay Sapphire
- 5 oz. Sparkling Lemonade (like San Pellegrino Limonata)
Preparation: Combine all ingredients in your favorite balloon glass or wine glass full of ice. Garnish with a lemon wheel.
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Source: Mixology News
