Coors Brewers is putting Grolsch back in the spotlight, splashing out £3m on its
The brewer wants to play up to the beer's "quirky Dutch attitude" this year through "off-beat" tie-ups, and has set aside £8m to market it in 2008.
The first deal is sponsorship of a collection of comedy programmes on Channel 4, which will give the brand a presence on break-bumpers around 17 different shows, three nights a week throughout the year.
Coors estimates that the adverts will be seen by up to two million consumers each week and 80% of drinkers aged 18 to 34.
Brand development director David Griffiths said: "Through this unique link-up with Channel 4, we will continue to deliver engaging and entertaining communication that has become synonymous with the original Dutch attitude of Grolsch.
"Brand launches will drive growth in 2008, maintaining excitement within the category. We will also be introducing authentic Dutch condensing fonts and stylish new glassware in addition to the continued investment in quality in-outlet representation with the cold beer station."