New TV sponsorship for Grolsch

Grolsch lager will be seen back on UK TV screens every week this year, following a new £3m deal to sponsor Channel 4's primetime Original Comedy programming.

Starting this month, it will be supported by an online and viral campaign.

The advertising features two Dutch drinkers on board their grass-topped barge as they settle down for a night-in on the canals of Amsterdam, each enjoying a chilled Grolsch Swingtop. In each of the six films, the lead characters encounter a surprise guest or two; their welcoming reaction epitomises Grolsch's laid-back approach to life.

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, reaching up to 2 million consumers each week.

"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. This forms part of a total investment of £8m in Grolsch next year."