Guardian Celebrates Beer With New Sponsorship Deal

Guardian Newspapers has secured a major sponsorship deal with Scottish Courage that will see a special food and beer supplement appear in October’s issue of Observer Food Monthly.

The 32-page Brewing Up An Appetite supplement will challenge the choice of wine as an accompaniment to food, with Alistair Little suggesting suitable beers for different meals. It will also include features on cooking with beer, the best beers to match ten favourite takeaways and beer consumption in different countries.

The deal with Scottish Courage, which includes Foster’s, John Smith’s, Kronenbourg, Miller and Becks, and will also see a series of sponsored columns appear in the Guardian‘s Saturday Guide and the Observer Sport Monthly.

Commenting on the initiative, Stuart Taylor, ad director at Guardian Newspapers, said: “We were able to secure this business because we are in a unique position of offering brand strength across a number of different platforms. This deal is a coup for the client solutions team who have provided Scottish Courage with a tailor made solution for their campaign.”

The deal, which will be supported by in-paper advertising and point-of-sale activity, was negotiated by Antonya Callinicos, David Etherington and Lucy Elliot from GNL and Simon Redican from MediaVest.

Earlier this week, the Sunday Times announced it is to become the official newspaper of England Rugby after securing a three-year joint sponsorship deal with the Rugby Football Union (see Sunday Times To Sponsor England Rugby).

Guardian Media Group: 020 7278 2332 www.gmgplc.co.uk

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