Beam Global is backing its Teacher's Scotch whisky with a GBP1.5m ad spend in the UK this year, and is set to a fresh on-pack offer to create more interest in the brand.

Beam said today (24 March) that it would launch the latest edition of its 'Create Your Space' campaign, as part of the GBP1.5m (US$2.2m) marketing budget for Teacher's in the UK in 2009.

Via an on-pack promotion, consumers will be offered the chance to wine one of ten GBP5,000 prize funds, while a further 500 vouchers worth GBP200 will also be up for grabs.

The move is aimed to appeal to men in their 30s and is designed to help them find the resources to pursue their hobbies and interests.

Beam Global UK marketing manager Aileen Nicol said: "By building an emotional connection with them, we are making their relationship with the brand more influential than price."

'Create Your Space', now in its third year, has previously included on-pack offers to win a tailor-made shed, state-of-the-art Airstream, and a classic car.     

US-based Beam Global Spirits & Wine is a division of Fortune Brands.