Lindemans, the Australian wine brand, has signed a multi-million pound deal through Carlton Media Sales to sponsor four new ITV1 drama series including Single, which stars Michelle Collins playing a mother thrown back into the dating game.
The wine brand will also sponsor: Making Waves, a six-part drama set in today’s Royal Navy, which charts the lives of the men and women on board the frigate HMS Suffolk; Family, a drama set against the background of the London underworld, starring Martin Kemp and Jamie Foreman; and Rosemary & Thyme, featuring Felicity Kendal and Pam Ferris as a pair of gardening enthusiasts who find themselves caught up in a series of mysteries involving death and horticulture.
HSBC will continue to sponsor ITV1′ s drama premieres – its oneor two-part one-off dramas.
The deal struck with Lindemans, owned by Southcorp Wines, puts the brand back on air for the first time in three years. The sponsorship credits are being created by McCann-Erickson.
Southcorp Wines, Europe vice-president of marketing James Lousada says: “The quality of ITV drama reinforces the Lindemans brand’s premium positioning in the market.”
The deal was brokered on behalf of Southcorp by Carlton head of sponsorship Andy Thompson and Universal McCann director of universal programming Phil Cresswell.
Southcorp Wines sells more than 20 million cases of wine a year with more than half coming from its four core premium brands of Penfolds, Rosemont, Lindemans and Wynns Coonawarra Estate.