Beam Global Spirits & Wine is to run a golf promotion on its Teacher's Scotch to tie in with this weekend's Ryder Cup.

The group said yesterday (19 September) that it has linked up with over 150 golf clubs across the UK to offer consumers a free golf lesson with a club professional.

Supported by selected press advertising in The Times and Sunday Times sports pages around the Ryder Cup weekend, the promotion will feature on over 250,000 70cl and one-litre bottles of Teacher's in stores this month.

To receive their free lesson with a golf professional, consumers will be asked to register either on-line or by post. A concierge service will be on hand to assist with the bookings, which are valid for a year.

"With over 4m golfers in the UK and 10% of Teacher's consumers playing regularly the 'Golf the Nation' promotion is an ideal platform from which to communicate with current and prospective Teacher's consumers" said Drew Munro, Beam's UK marketing director.

A year ago, the Fortune Brands-owned drinks group ploughed GBP1.5m (US$2.8m) into the brand following its purchase of Teacher's from Pernod Ricard. The French company held Teacher's fleetingly after its takeover of Allied Domecq.