Gonzalez Byass is resorting to humorous radio ads to attract new drinkers to its leading fino sherry Tio Pepe. The £200,000 initiative on Classic FM, Jazz FM, Heart, Virgin FM And London News Radio stars actor Timothy Spall and features the strapline Tio Pepe - always look on the dry side of life'. The stations have a weekly audience of 1.6 million listeners, among whom are 28% of the UK's 25 to 44 year olds ­ the brand's target audience. Chilled sherry is being promoted as an alternative to summer wine. Gonzalez Byass brand manager Jeremy Rockett commented: "The idea is to present an image which brings sherry in line with modern drinkers and shrug off the association it has as an elderly relative's Christmas tipple." {{DRINKS }}