Grants Scotch whisky in multi-million tv deal

Grant's Scotch whisky in multi-million tv deal

The UK distribution arm of William Grant & Sons, First Drinks, has signed a deal with ITV in the UK for its Grant's Scotch whisky to sponsor the channel's Piers Morgan Life Stories series of interviews.

The unit said that the multi-million pound deal also includes an agreement for Grant's to sponsor the one-off show 'When Piers met Lord Sugar', which is expected to attract a strong audience ahead of the start of the new series of Sugar's 'The Apprentice'.

"The sponsorship will enable us to reach a massive audience," said James Stocker, marketing controller for dark spirits at First Drinks. "We really wanted to invest heavily in Grant’s this year," he said, adding that the blended Scotch brand has continued to show "strong growth" during 2010.

As part of the heavyweight pre-publicity planned for the ITV1 series, Grant’s whisky will benefit from significant online advertising exposure, the division said. There will also be point-of-sale advertising in the off-trade.

Financial details of the sponsorship deal were not disclosed.