IDV sponsors get the mule in the crown

International Distillers and Vintners, the drinks arm of Grand Metropolitan, has found a rather peculiar sponsorship.

It has struck an exclusive deal with The British Mule Society, to promote Smirnoff Mule, a vodka and ginger beer mixture. An exclusive deal indeed, for who else would be interested in sponsoring a society dedicated to the fortunes of the cross between a pony and a donkey?

IDV is even backing a special mule day, when mules from all over the world will be flown into the UK to compete against each other. The company was unavailable to explain how the mule categories would be judged.

The drinks company prides itself on being a bit of a mover and a shaker in the industry. If other drinks brands follow suit, Allied Domecq will be pouring millions in sponsorship into the British Frog and Toad Association for its Barking Frog alco-pop.

But Sainsbury’s will have its work cut out finding a suitable association to back its Piranha alco-lemon…

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