Published: 14th May 2010
Written by: Laura Clark
Maxxium UK is embarking on a yearlong sponsorship deal with More 4’s The Daily Show to raise the profile of Courvoisier as a mixable spirit.
The sponsorship will kick off on Monday (May 17) with break-bumper ads showing how Courvoisier VS and Courvoisier Exclusif can be used to create cocktails and mixed drinks at home.
On air every Monday to Friday at 8.30pm, current affairs programme The Daily Show is watched by 8.4 million adults every year, according to Maxxium.
Courvoisier is also sponsoring the show on channel4.com/4od.
Marketing manager Janice McIntosh said: “Through sponsorship of The Daily Show we are reaching a large audience of discerning consumers who enjoy sophisticated, quality drinks.
“Courvoisier has always taken an innovative approach to marketing and will be the first brand ever to sponsor The Daily Show. TV sponsorship is also new to Courvoisier so this is an exciting initiative for the brand which will significantly raise the profile and awareness of Courvoisier Exclusif, as well as its versatility as a mixable spirit.”
The sponsorship is part of Maxxium UK’s £15 million investment in Courvoisier this year.