Tio Pepe sherry is making its first appearance on TV this month as part of a £1.5m brand investment.
Manufacturer González Byass and UK distributor First Drinks have lined up an integrated programme, kicking off with sponsorship of the Carlton London Restaurant Awards being screened on Thursday (March 13). Branded break bumpers will air throughout the one-hour show.
Fiona Lovatt, marketing manager at First Drinks, said: "Our main objective is to take ownership of the pre-dinner occasion."
A £750,000 national print campaign featuring three new executions will run from the end of March to October across colour supplements, presenting head chefs' views of aperitifs.