The William Grant & Sons blend is back with a new sponsorship deal for ITV's Saturday night show Piers Morgan's Life Stories.
James Stocker, the marketing director for dark spirits at William Grant's distributor First Drinks, said the whisky was a natural fit for the show as it was owned by a "fifth-generation Scottish family with lots of life stories of their own to tell".
The sponsorship deal started with Saturday's series debut, which attracted 6.2 million viewers.
Stocker claimed the tie-up would "add momentum" to the 74% growth in sales Grant's has recorded in the past year [Nielsen]. It now has annual revenues of £77m.
"Having the coveted slot after The X Factor will give us huge recognition," Stocker added.