Well's & Young has launched a television sponsorship campaign for the Red Stripe beer brand with a cult Channel 4 music show in the UK.

The company, which brews and markets Red Stripe under licence for Diageo in the UK, said yesterday (10 April) that it has invested GBP500,000 (US$988,000) in the campaign which will see the Jamaican beer sponsor the 30 minute programme 'Rockfeedback Presents' over the next two months and throughout the Autumn.

The series, which is considered as a "more honest form of music depiction than many other music shows" targets "genuine music lovers, back from a gig or the pub and craving something distinctly more credible and in-depth," the company said.

Red Stripe spokesperson Jonny Kirkham said: "Supporting RockFeedback further underpins our positioning with credible and honest music made by credible and honest artists. Red Stripe has had a legitimate place in music for over 30 years because, like the people who drink it, it is prepared to challenge the mainstream."

Red Stripe is also the headline sponsor of two UK music festivals, Camden Crawl and The Great Escape.