Disaronno is braced for a busy winter TV schedule as it embarks on the second phase of its £3m marketing programme.

The First Drinks-owned liqueur will sponsor shows on Sky's Comedy Central channel from 27 September until the end of December, as well as other terrestrial and digital TV stations with an eight-week ad campaign from 1 November until Christmas Day.

First Drinks aims to promote the versatility of Disaronno as a base spirit for mixer drinks in the Open the Possibilities campaign, while idents on the Sky comedy channel will feature serving suggestions.

"It will be impossible to miss Disaronno in this crucial sales period, making it a must-stock, must-support liqueur brand across the on and off-trade," said Mark Collins, senior brand manager for Disaronno,

First Drinks has spent £3m on Disaronno's marketing strategy for 2010.