It comes after the company paused activity in the region due to the pandemic. The UK and Irish budget will be used to support "co-operative marketing" with trade partners – including the chance to secure a spot on a fam trip to the US.

Consisting of the states of Wisconsin, Illinois, Indiana, Ohio, Michigan and Minnesota, the joint effort compliments the brand’s existing individual marketing efforts, by providing a regional component which is "attractive" to the trade when selling to customers intent on visiting the US.

David Lorenz, chair of the consortium, said the UK and Ireland are "two of our top international markets" outside North America.

"In re-forming, we are acknowledging this importance, I am grateful to my fellow directors who are making our support to the UK and Ireland a reality and in doing so placing our region firmly in the minds of the UK and Irish travelling public," he added.