Pernod's Christmas belles

Pernod Ricard is rolling out a series of ad campaigns, gift packs and sponsorship deals in the run-up to Christmas.

Malibu will be supported by an outdoor poster push designed to encourage consumers to mix

it with cranberry. Ads will also be screened on digital escalator panels in the London Underground and on high-definition plasma screens in key city locations for six weeks.

Jameson's Beyond the Obvious TV ad will screen on ITV and Sky until mid-December to reach the

brand's core consumer groups - established whisky drinkers and 25 to 35-year-old men and women. Jameson will also be available in a redesigned Christmas gift box.

An on-pack promotion will run on bottles of Martell

Cognac offering consumers the chance to win one of 50 overnight stays at Raymond Blanc's Le Manoir Aux Quat' Saisons, and there are three Martell Christmas gift packs

- VS and VSOP will be

in silver canisters, and a 3cl sample of Martell VSOP will be attached to a 70cl bottle of VS.

Pernod is teaming up with Iraqi-born London-based architect Zaha Hadid to launch a mentoring scheme

designed to celebrate the transmission of skills from one generation and culture to another . Hadid is selecting a talented

Chinese architect to become her protégé and

they will design a building based on the archway-shaped Martell XO bottle before being presented with a £5,000 prize at a special Martell event in London.

Tia Maria's new look packaging has been in the spotlight at the first

Manchester Fashion Weekend, which attracted more than 10,000 visitors. The sponsorship deal included a branded lounge bar serving Tia Maria and Cola.

The Glenlivet 12, 15 and 18 Year Old will be available in flip-top leather boxes, and Chivas Regal 12 Year Old will be packaged in a silver gift tin.

Commercial director Simon Thomas said: "We enjoyed our best-ever Christmas selling period in 2006

and are building on that success with activities that will drive even greater value into our premium portfolio. We're focused on providing retailers with the right brands, marketed in the right way, at the right time and in the right place."