Tia Maria finds dance partners

19 October, 2007

Pernod Ricard has announced two TV link-ups for Tia Maria.

The brand will sponsor Dancing With the Stars for 10 episodes from Nov 23 on UK TV Gold, and Dirty Dancing: The Time of Your Life on Living until Dec 26.

Dancing With the Stars is the US version of the UK reality show Strictly Come Dancing, starring Spice Girl Mel B, Jane Seymour and Marie Osmond.

Dirty Dancing: The Time of Your Life

will take eight pairs of British dancers to the original location of the film in Mountain Lake Resort in

Virginia, in the search for a real-life Baby and Johnny dance duo.

The dancing tie-ups are designed to raise the profile of Tia Maria as "the perfect female mixable spirit", according to Pernod,

with break bumpers showing two ways of drinking Tia Maria - with cola and over ice.

Head of marketing Pat Venning said: "These TV sponsorships create a positive association with properties that our target female audience already enjoy."




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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