Scotch Whisky brand The Famous Grouse is pushing £1m behind its sponsorship of this year's British Open Golf championships, including marketing across TV, radio, consumer and trade publications.

Promotional activity will cover the on and off trade and cash and carry sectors. The promotion will offer consumers the chance to "Win a luxury holiday plus Putt for £1 million for charity" which will be held later in the year at a 4 star overseas location.

Maxxium UK senior marketing manager for The Famous Grouse, Chris Anderson said: "The Famous Grouse is looking to bring a 'think different' attitude to the Championships and break the norms of how golf is traditionally perceived."

"Just as The Famous Grouse is reaching a wider audience, so is golf. We are committed to investing in the sport and fully exploiting our existing sponsorship arrangements. Blended drinkers' passion for golf makes this the perfect partnership."