Maxxium UK has announced a year-long sponsorship deal between its cognac brand Courvoisier and More 4’s The Daily Show.

TV spots for Courvoisier VS and its Exclusif brand designed for mixing will showcase the drinks’ adaptability in mixed drinks. The sponsorship begins on 17 May.

The Daily Show and its host, Jon Stewart, rose to prominence in the UK for its satirical coverage of the US presidential election in 2008.

“Through sponsorship of The Daily Show we are reaching a large audience of discerning consumers who enjoy sophisticated, quality drinks,” said Courvoisier marketing manager Janice McIntosh.

“Courvoisier will be the first brand ever to sponsor The Daily Show. TV sponsorship is also new to Courvoisier so this is an exciting initiative for the brand which will significantly raise the profile and awareness of Courvoisier Exclusif, as well as its versatility as a mixable spirit.” 

The deal forms part of a £15m investment in Courvoisier this year.

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