Alliance Group’s export brand Pure South has been confirmed as principal sponsor of the annual butchery test match which will now be known as the Pure South Butchery Tri-Nations.

The competition will see the best British and Australian butchers travel to Wanaka in March to take on New Zealand’s Wedderburn Sharp Blacks.

Murray Brown, general manager, marketing, Alliance Group, said it was fitting that a strong and successful export meat brand in Europe and Asia was backing a world-class competition.

“We’re pleased Pure South is supporting some of the world’s top butchers as they battle it out for the top honours. After a decade representing Alliance Group’s lamb in more than 65 countries world-wide, Pure South is now well-established as a brand associated with outstanding quality. Millions of consumer look for Pure South whenever their shopping or dining. It symbolises all the key elements of Alliance Group – pure southern location, world-class technology, production techniques and a proud heritage.”

2013 will be the inaugural Tri-Nations, following on from two years of Trans-Tasman battles between New Zealand and Australia.

Australia has come out the victor of both previous encounters by the narrowest of margins, so the Wedderburn Sharp Blacks, sponsored by Beef + Lamb New Zealand, will be looking for redemption on their home turf next year.

The competition will be accompanied by a study tour which will see 60 butchers from across the three nations travelling the Central Otago region.