Grant’s inks Classic FM deal

Whisky brand Grant’s has signed a sponsorship agreement with radio station Classic FM as part of additional marketing investment in the run up to Christmas.

The blended whisky will be the main sponsor of Classic FM Live event on 24 September.  

As part of the deal, the brand will be featured daily on the Global Radio-owned station in the build up to the Royal Albert Hall concert.

CRM, online, sampling and consumer PR activity will support the sponsorship.

Harriett Knight, brand manager for Grant’s, says the partnership will raise the profile of the brand ahead of further “exciting plans” later this year.

Grant’s is distributed and marketed in the UK by independent distributor First Drinks.

Earlier this year, First Drinks committed to spending £40m on marketing in 2009 following the arrival of the Rémy Cointreau brands into the business.
The company signed a deal with Rémy Cointreau in September last year to distribute its portfolio of brands, which includes Remy Martin and St Remy.

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