Maxxium UK has agreed a £1.1m sponsorship deal with Channel 4 and UKTV for its Famous Grouse blended whisky.

The campaign will run until New Year’s Eve on Channel 4, E4, More 4 and nine UKTV channels.

The brand is also offering consumers a customised label with a photo and name of their choice when they enter a barcode from a 70cl (rsp: £17.10) or one-litre (rsp: £23.10) bottle of the whisky at