Premium VS cognac-based spirit Alizé is marking its 21st birthday by investing six-figure sum in an event-focused major integrated campaign, Alizé Remixed, representing the brands largest single investment in the UK market to date.

The initiative sees the brand partnering up with MTV and some of the biggest DJ names on the international music scene with an experiential tour that’s being pre-promoted through TV, radio, national press and online media.

Pre-promoted on MTV at the end of March, running across nine MTV channels, the campaign also partners with Kiss FM and Galaxy Radio, whose DJs, Steve Sutherland and Shortee Blitz are Alizé Remixed ambassadors.

Pivotal to the campaign will be a competition to find the next top DJ talent. Participants will be asked to create a 10-minute mix of their favourite party tracks from the past 21 years, which they will be able to upload onto a dedicated website, www.alizeremixed.com. Winners will receive £1,000 cash and the chance to hit the turntables at one of the Alizé Remixed gigs alongside DJ legends, including Jazzy Jeff, Jazzy B and Tim Westwood.

The Alizé Remixed tour is visiting five key city centres in the UK. Kicking off at The Custard Factory in Birmingham in April, the tour culminates at London’s SEOne on 25 October. Other venues will be Leeds in June, Manchester in August and Bristol in September.

The tour is also being promoted through press ads in urban consumer titles, such as Hip-Hop Connection and RWD, and regional PR campaigns to generate exposure in local media at each of the five key city centres.

"With its roots firmly in R’n’B and Hip Hop, Alizé is a legendary spirit on the music scene. So, to mark its 21st birthday we wanted to create a campaign that recognised this," said brand manager Karen Lucking. "The fact that so many of the world’s great DJ’s are supporting this campaign is testament to the brand’s genuine music heritage. But it is also a highly targeted campaign with all media support tightly focused on reaching Alizé’s urban consumer base, which is growing in the UK market."