William Grant has launched a £1.2 million TV campaign for blended whisky Grant’s Signature, which is targeted at younger drinkers.

The brand is sponsoring Sky Sports’ UEFA Euro 2016 qualifier matches and will appear on live and repeated European qualification games on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand.

Brand manager Ali Cloudsdale said: “Grant’s Signature quickly secured listings in the top multiple grocers and we’ve seen positive results since its launch last year. The new expression is smooth and versatile, meaning it can be enjoyed neat, on the rocks or mixed in long drinks, and Grant’s Signature is successfully encouraging 35 to 45-year-old consumers to reappraise blended whisky. 

“Football is incredibly important to our Grant’s Signature drinker and we’re working closely with Sky Sports, who we share premium values with, to create a truly cross-platform solution that reaches their audience wherever they interact with the Euro 2016 content. Grant’s Signature will be embedded at all touch points as we look to convert awareness into trial and off-trade purchase. We’re investing heavily in the right areas to ensure Grant’s Signature becomes part of our target audience’s whisky repertoire and challenges old-fashioned perceptions of blended whisky.”

This year the brand will also be promoted through off-trade experiential activity, on-pack promotions and a digital campaign designed to drive trial.