Pernod Ricard has lined up a music-based sponsorship for vodka brand Stolichnaya in the UK.

The company's UK arm said yesterday (28 February) that Stolichnaya will be the sponsor of a radio show on Xfm, a regional station covering London, Manchester and Scotland. Stolichnaya will sponsor Music:Response shows as well as Xfm's unsigned band network 'Unloaded'.

"Stoli is about authenticity, and this activity represents an authentic Russian vodka searching for the authentic sound of London, Manchester and Scotland," said Jo Spencer, head of marketing for Stolichnaya.

The sponsorship, which will run from March to June, includes air show sponsorship, branded on-air features, live event sponsorship, an online presence on's Music:Response pages, bespoke Stolichnaya section pages and integration with Xfm Uploaded.

The brand will also get the backing of a microsite - - which is scheduled to go live this month.