Magazine article Marketing

Beamish Detects Support for TV'S Inspector Morse

Magazine article Marketing

Beamish Detects Support for TV'S Inspector Morse

Article excerpt

Courage's Beamish Stout has emerged as the sponsor for ITV's flagship detective series Inspector Morse in its biggest challenge yet to the black beer titan Guinness.

The 500,000 pounds deal, exclusively revealed by Marketing last week, is likely to go ahead though final contracts have yet to be signed. It is the UK's biggest TV drama sponsorship to date and covers the repeat series of Morse, beginning on January 4, and a new series of five episodes shortly after.

Beamish will get 55 seconds of credits in each episode at the start and finish of the programme and around each of the three ad breaks

"The object of the exercise is to raise awareness -- and Inspector Morse is the highest rating TV drama among ABC1 men," says Paul Butler, senior brand manager for Courage stouts.

Beamish was introduced to the UK from Ireland in 1985 and remains a minnow in a market dominated by Guinness with an 85% share. But Butler claims Beamish now has an "aggressive" marketing strategy. …

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