Grant's whisky to sponsor ITV4

Grant’s whisky is sponsoring ITV4 in a £2 million deal that will see it associated comedies, documentaries and dramas including Minder and The Saint.

The year-long sponsorship package starts on October 22.

It will see the brand feature on 26 hours of programming per week under the ad bumper title “Grant’s Sponsors TV of Character on ITV4”.

Oliver Dickson, senior brand manager at Grant’s, said: “The campaign will have fantastic reach against our core male demographic, with more than 50% of Grant’s buyers having watched ITV4.  

“Furthermore, we know that nearly three million blended whisky consumers have watched the channel over the last year so ITV4 is a great fit for the brand.

“The combination of a male, brand savvy audience, who are regular drinkers, along with a rich programming schedule makes it a fantastic platform to continue driving brand growth in 2013.”

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