Grant's whisky is returning to television screens after a an absence of a decade and a half.

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.

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