Gin and Tate

For the Tate-founded Turner Prize, a contemporary art award set up in 1984 that has showcased works involving unmade beds, dead cows and elephant dung, Gordon's Gin has come forward as a sponsor, doubling the bounty to 40,000 pounds - 25,000 pounds to the winner and 5,000 each to the runners-up. Gordon's is spending 1 million pounds over three years for the right to associate its brand with the prize, and investing three times as much to get value for money out of its first ever arts sponsorship. Where's the link between gin and the Turner prize? "The same kind of people who would tend to go to the Tate were also the kind of people who were our drinkers. For the full story - click the title Irish Art