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Grant's whisky strikes sponsorship agreement with ITV4

Published:  18 October, 2012

William Grant-owned Grant's whisky is set to launch a £2 million year-long sponsorship agreement with ITV4.

Grant's will headline under the advertising banner of Grant's Sponsors TV of Character on ITV4, and will be associated with UK dramas such as Minder, The Saint and The Professionals, as well as comedy and factual documentaries.

This latest announcement from Grant's comes just two months after the brand invested in a £5 million on-pack promotion, ahead of the festive season.

Oliver Dickson, senior brand manager for Grant's, said: "The campaign will have fantastic reach against our core male demographic, with over 50% of Grant's buyers having watched ITV4. Furthermore, we know that nearly 3 million blended whisky consumers have watched the channel over the past year, so ITV4 is a great fit for the brand."

"The combination of a male, brand-savvy audience, who are regular drinkers, along with a rich programming schedule makes it a fantastic platform to continue driving brand growth in 2013."

The sponsorship goes live on October 22.  In January, Grant's will develop a new creative for the channel with further activity on the ITV4 sponsorship to be announced later next year.