The deal, brokered by digital agency Quantum New Media, will see First Quench launch a two-phase campaign that will include a competition and printable discount vouchers for its products on channel4.com.
Thresher branding will feature in the viewing window of video clips within FilmFour.com, Channel 4's pay-per-view film channel, and the entertainment section of Channel4.com.
The campaign will run for the 10-week duration of the fly-on-the-wall show.
First Quench will run banners and endorse the 'Live' section of the official Big Brother web site that features the webcams which monitor the live action in the house.
The e-voucher will be redeemable in more than 2,500 outlets across the UK in all First Quench's group stores, including Haddows and Drinks Cabin.
The competition will give web users a weekly chance to win a party thrown by Thresher. Drinks will be delivered to the winner's house, and entrants will have the chance to win tickets to the final night of the show.
"The deal gives First Quench an association with people watching the show at home.
Refreshment and home entertainment fit well, said Paul Sigaloff, commercial manager at Channel Four Television.
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