For its first world sports activities partnership, Bombay Sapphire has teamed up with UIM E1 Racing as official gin companion at the side of its new Step Into the Blue marketing campaign.
From Lake Como to Monaco to Miami, E1 Racing has rapidly grow to be a worldwide participant due to thrilling powerboat races from star-powered groups owned by famend athletes like Tom Brady, Rafael Nadal, and LeBron James.
Surprisingly for a model with such a storied historical past, the partnership marks a primary for Bombay Sapphire.
“It’s not at all times straightforward for manufacturers to seek out genuine matches to forge these kinds of connections,” says Bombay Sapphire Nationwide Model Director Jamie Keller, “so it took us a very long time to establish who that proper companion can be.”
As they explored the partnership, three core practices aligned for the 2 sides, a shared pioneering spirit, an emphasis on sustainability, and the will to create fan experiences which can be really immersive and unmissable. Sustainability proved key. The all-electric E1 powerboats are extra sustainable and far much less disruptive to marine life. Bombay Sapphire was the primary world gin model to have its botanicals 100% sustainably sourced and makes use of 100% recycled glass in its bottles.
The partnership coincides with the launch of Bombay Sapphire’s new world Step Into The Blue marketing campaign impressed by the model’s distinctive blue bottle. Few manufacturers characteristic a bottle as iconic and immediately recognizable as Bombay Sapphire. Step Into The Blue encourages folks to understand the blue skies and blue waterways of the world.
Miami served as one other level of synergy as not solely host metropolis for the primary American E1 race, however because the headquarters of Bacardi USA.
“We’ve obtained a extremely sturdy group there,” Keller says. “It meant loads to share Bombay Sapphire’s spirit in a brand new and thrilling method with a few of the greatest bars in Miami and eating places and different companions within the space.”
From an activation at Miami Worldwide Airport to partnerships with prime bars and accommodations, Bombay Sapphire really gave the impression to be all over the place. The occasions kicked off on Thursday November sixth on the Satay Lodge, the place Bombay Sapphire partnered with Group Brady for a leaders’ summit panel discussing sustainability in sports activities that includes Bacardi USA President Tony Latham.
The 2 days of racing led to victory for Group Brady piloted by Sam Coleman and Emma Kimiläinen. “Seeing them win the championship and seize first place just a few days later was icing on the cake,” says Keller, “together with them getting behind the bar to make some Glowing Lemons to toast to their win.”
Glowing Lemon serves because the official cocktail of E1 Sequence, a vivid, effervescent cocktail that additionally appeals to those that should not conventional gin drinkers. The drink options Bombay Sapphire and glowing lemonade, both as lemonade and membership soda or a favourite premium glowing lemonade mixer.
Because the partnership with E1 grows, Keller sees alternatives for a few of the prime bartenders within the nation to get behind the bar on the VIP viewing space, The Ocean Membership, and serve drinks to a few of the superstar E1 workforce house owners and their friends. An thrilling alternative to participate on this electrical new partnership between E1 and Bombay Sapphire.
Glowing Lemon
Components:
- 1 ½ oz. Bombay Sapphire
- 5 oz. Glowing Lemonade (like San Pellegrino Limonata)
Preparation: Mix all substances in your favourite balloon glass or wine glass stuffed with ice. Garnish with a lemon wheel.
