It has signed up former Dr Who and Monarch of the Glen actor Tom Baker to be the voice of the £2.5m activity, which will see it tie in with key British sporting events for the first time.
The £2.5m integrated work, created by Team Saatchi, will introduce the endline 'Drink of England'. The line will be used on Sky Sports during the half-time breaks of England's rugby union matches against Canada, South Africa and Australia in this month's Investec Challenge Series.
Further activity will surround rugby union Six Nations matches, football World Cup qualifiers, Test cricket and St George's Day. There will also be press and poster executions as well as pub promotions.
Media for the campaign is being handled by Equinox.
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