The brand has agreed a six -month sponsorship of its drive-time show, which is being renamed Bowtime, and airs daily from 4pm to 7pm.

This will include regular on-air features and competitions, credits and trailers.

Steve Mosey, marketing manager for ciders at S&N UK, said: “Renaming the programme will provide an excellent conduit for Strongbow to engage with its core target market .”