Grant's whisky sponsors Piers Morgan Life Stories

Grant's whisky is set to sponsor the ITV1 show, Piers Morgan Life Stories ­marking its return to TV after a15-year break.

Every Saturday, break bumpers will be aired at the beginning and end of the ITV1 show, as well as either side of all advertising breaks.

James Stocker, Marketing Controller for Dark Spirits at First Drinks, said: "As a major player in the whisky category, we really wanted to invest heavily in Grant's this year. The ITV sponsorship deal with Piers Morgan Life Stories will demonstrate our commitment to Grant's whisky and will really end the year on a high for the brand, which continues to enjoy strong growth.

"The sponsorship will enable us to reach a very high proportion of Grant's core target consumers and the Life Stories theme fits perfectly with the brand's own rich heritage and story of its success to date."

To coincide with the campaign, Grant¹s will also benefit from online advertising as part of First Drinks broader reinvestment in the brand.