Plymouth Gin hopes to reach 7 million shoppers by sponsoring TV shows such as Sherlock, Cops UK and The Killing Season will 10-second idents.

The brand is enjoying 37% sales growth in the off-trade and 28% growth in the on-trade (Nielsen and CGA, year to September 2018) and owner Pernod Ricard aims to build on that ahead of the Christmas trading period.

The campaign is called Captivating Moments and it will run for seven weeks throughout the festive season on W, Really, Alibi and Eden.  

Katia Fragkou, head of marketing for Pernod Ricard UK, said: “We are excited to be launching the first-ever TV sponsorship campaign for Plymouth Gin.

“Gin has exploded in the UK over the last few years and its popularity is only set to continue. Two million gin drinkers watch the channels we are sponsoring, so it’s the perfect platform to promote Plymouth Gin as the gin for the Christmas season.”  

The supplier has also given Malibu a limited-edition Christmas makeover in Asda and Tesco stores as it seeks to “provide inspiration for hosting a truly Instagrammable Christmas party”.

Toni Ingram, another head of marketing for Pernod Ricard UK, said: “Our goal with Malibu is to be the preferred spirits brand for sociable occasions and there is no time more social than Christmas.

“Consumers are looking for inspiration to treat friends and family to a picture-perfect Christmas. The glittery design delivers on this, creating stand out on shelf during such a busy trading period for Spirits, encouraging important impulse purchases.”

Malibu Glitter is available exclusively in Tesco and Asda with an rrp of £15.