The Famous Grouse launch festive TV sponsorship with Channel 4

11 November 2014

 

Channel 4 Sales today announces a brand new partnership with Maxxium UK and The Famous Grouse. This marks the premium whisky brand’s first TV sponsorship in 25 years.

The Festive Entertainment sponsorship package represents The Famous Grouse’s TV spend for 2014. It launches on Wednesday 12th November and runs to the end of the year.

The £1.1million partnership will comprise  over 1700 hours of programming across Channel 4, More4 and nine UKTV channels (all excluding Dave).

The sponsorship idents will be visible around a range of programming throughout the Christmas period including the return of Channel 4’s Liberty of London; River Cottage: Winter’s on its Way on UKTV’s Good Food channel and the Absolutely Fabulous Christmas Special on Gold.

Edinburgh based Leith is responsible for the creative which carries the strap line Festive Moments Are Worth Sharing and informs viewers that they can mark the occasion with a personalised label for their bottle of The Famous Grouse, and for the very first time add a photo.

The deal was brokered by Lucy Hughes, Group Partnerships Manager, Channel 4 and Glenda Goveia, Group Strategic Partnerships Director, Newcast at ZenithOptimedia.

Rupinder Downie, Partnerships Controller, Channel 4 said: “Channel 4 Partnerships is delighted to have created this innovative sponsorship package, tailored to meet The Famous Grouse’s festive strategy. We are extremely pleased that The Famous Grouse has chosen to work with C4 over this significant period for the drinks market.”

Peter Sandstrom, Marketing Director Maxxium UK said: “As the leading Blended Scotch whisky in the UK, The Famous Grouse is constantly innovating in order to grow and recruit more consumers into the category. This year, we have taken a fresh approach to our Christmas TV campaign, sponsoring Channel 4 and UKTV’s festive programming. The campaign has a brand new look and focuses on our personalisation service which has proved to be extremely popular over the Christmas period. Last year our staff was working around the clock to fulfil orders, and this year consumers have the added opportunity to upload a personal photograph.

It’s important to us that we take a lead in the category by maintaining our innovative approach and we’re investing significantly in personalisation to ensure its success.”

Channel 4 Sales offer advertising opportunities across all Channel 4 brands, all UKTV channels, BT Sport and Box TV brands, as well as PBS America.

 

Notes to Editors:

About Maxxium UK

• Maxxium UK Ltd is part of the global sales and distribution alliance between Beam Suntory and Edrington.
• Its UK portfolio of premium brands includes: blended Scotch (The Famous Grouse, Teacher’s and Cutty Sark), malt whisky (Highland Park, Laphroaig, The Macallan, The Glenrothes and Ardmore), imported whiskey (Jim Beam, Maker’s Mark, Knob Creek, Canadian Club, Red Stag), cognac and brandy (Courvoisier and Fundador), sherry (Harveys), vodka (Stolichnaya), tequila (Sauza), rum (Brugal and Cruzan), liqueurs and specialities (Sourz, Bols liqueurs, Galliano, Vaccari, After Shock)

About The Famous Grouse

• The Famous Grouse is the no. 1 whisky in the UK and no. 5 standard blended whisky worldwide (IWSR data 2013)
• The Famous Grouse is exported to over 100 countries
• Visit www.thefamousgrouse.com for more information

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