Wells & Young's is investing £500,000 in the first TV
sponsorship for its Red Stripe lager brand.
The Jamaican beer is to be the sponsor of Channel 4 music programme Rockfeedback Presents, a late-night weekend alternative music programme aimed at music lovers who have just returned from a gig or night at the pub.
"Supporting Channel 4's Rockfeedback further underpins our positioning with credible and honest music made by credible and honest artists," said Jonny Kirkham, marketing manager for lagers at the brewer.
"Red Stripe has had a legitimate place in music for more than 30 years because, like the people who drink it, it is prepared to challenge the mainstream."
The 12-week series runs in two bursts, the first six shows in April and May and the second six in the autumn. Red Stripe will also be part of a one-off festival special, which is planned for the summer.