William Grant & Sons has announced a sponsorship deal with Classic FM for its Grant's whisky brand in the UK.

The "heavyweight" investment is the latest phase of additional support for the brand, the company said today (1 September).

The whisky will be the main sponsor of Classic FM Live on 24 September, which will be staged at the Royal Albert Hall.

The brand will be exposed to an audience of nine million, through consumer PR, CRM, an online campaign, sampling and a radio broadcast, in the run up to the event.

Harriet Knight, brand manager for Grant's, said: "We are thrilled to be sponsoring such a fantastic event as Classic FM Live. This is a natural fit for Grant's and provides us with an ideal opportunity to directly interact with the Classic FM audience and blended whisky drinkers whilst further raising our profile of the brand via a wider promotional programme with Classic FM."

Performers at Classic FM Live will include artists including The Priests, Sarah Chang and Alex James.

William Grant & Sons released its stock of Glenfiddich 50 Year Old single malt Scotch whisky, at GBP10,000 (US$16,500) per bottle in July.