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Grant's to sponsor Piers Morgan Life Stories

Published:  30 September, 2010

Grant's has announced that it is to sponsor the ITV1 show, Piers Morgan Life Stories as part of the brand's multi million pound investment for 2010.

It will also be the official sponsor of a one-off special 'When Piers met Lord Sugar' programme.

Grant's whisky will return to TV screens for the first time in 15 years on October 2, when the new series starts.

It will be the fourth series of the biographical talk show which has attracted a host of star interviews over the years, including Simon Cowell, Joan Collins, Katie Price, and then Prime Minister Gordon Brown.

James Stocker, marketing controller for dark spirits at First Drinks, said: "The sponsorship will enable us to reach a massive pre-Christmas audience, including a very high proportion of Grant's core target consumers and the Life Stories theme fits perfectly with the brand's own rich heritage and story of its success to date."

Five, ten and fifteen-second break bumpers will be shown at the beginning and end of the show.