Pernod Ricard UK sponsors E4 prime entertainment

Alcohol company Pernod Ricard UK will become sponsor of E4’s prime entertainment.

The sponsorship will run across E4 and Channel 4 streaming on programming during 6-11pm starting in July, lasting for one year. It seeks to promote four of Pernod Ricard’s wines to different audiences.

MG OMD negotiated the deal with Channel 4 Sales.

Spencer Corrigan, planning business director at MG OMD, told The Media Leader: “Ultimately, there was a challenge that each of the Pernod Ricard wine brands have a different target audience and, within this, the brands resonate with a range of audiences with different passion points, from art/home design to foodies and entertainment.

“E4 and Channel 4 streaming’s range and diverse programming across the 12-month period perfectly allows us to reach all of these audiences through a clever phasing approach, to give all the brands their chance to shine at the right times.

“This partnership leans in to the brand challenge by leveraging the power of the E4 programming to give the wines portfolio strong visibility and alignment with content we know our audiences love.”

There will be different creatives to spotlight the four wines: Castillo de Ibiza Rosé, Brancott Estate Sauvignon Blanc, Campo Viejo Tempranillo and Greasy Fingers.