UK distributor First Drinks is to promote Mount Gay rum at this year's Cowes Week sailing regatta on the Isle of Wight.

Running from 1 to 8 August, Mount Gay will be visible at the event through branding, as well as through radio, PR, sampling and promotions in on-trade outlets. Off-trade support will also be provided with staff t-shirts and bottle insulators being distributed through the wholesale and convenience channels.

The brand will also hold a Cowes Week Mount Gay Red Cap party on 6 August.

Competitions will run in magazines giving consumers an opportunity to race at Cowes Week and win VIP treatment at the event.

Gemma Adams, brand manager for Mount Gay, said: "Cowes Week is the world's oldest regatta so it is the ideal platform for us to promote Mount Gay, the world's oldest rum.

"As well as targeting our loyal customers in the sailing community, we are also looking to recruit new rum drinkers to trade up to the brand by encouraging them to trial the new serve suggestions."

Mount Gay rum is owned by Remy Cointreau, which has a distribution deal with First Drinks in the UK. First Drinks is the distribution arm of William Grant & Sons.