Following a packaging revamp, Tia Maria is gearing up for the crucial Christmas sales period with two new TV sponsorships.

Just under half of Tia Maria sales occur over the festive period and owner Pernod Ricard is hoping a high-profile TV presence will help raise consumer awareness and boost its market share. Sponsorship of Dancing with the Stars on UKTV Gold and Dirty Dancing - The Time of Your Life on Living TV aims to position the liqueur as the perfect spirit for females and to highlight its versatility.

"These TV sponsorships create a positive association with properties that our target female audience already enjoys," said Pat Venning, head of marketing. The TV clips will promote both Tia Maria with cola and Tia Maria over ice.

Pernod Ricard will also be offering 1.5 million gift packs and rolling out new packaging for Jameson Irish Whiskey and its Beefeater gin brand.