The spirit’s brand owner, Pernod Ricard, announced last year that the longstanding tie-up would finish after next month’s event.
Shelf barkers and other PoS material have been produced to help retailers capitalise on the race which, according to Pernod Ricard, attracts 10 million TV viewers in the UK alone. A series of off-trade promotions are also planned.
Building on last year’s racing silks campaign, the brand will use the same creatives in the national press. Crispin Stephens, marketing manager for cognac and specialities at Pernod Ricard, said: “We are determined to end our sponsorship on a high.”