Champagne brand Perrier-Jouët is increasing its investment in cultural ties with the launch of an arts prize in the UK.

The prize will recognise the UK’s best talent in contemporary art and craft. A campaign promoting the activity will run in the Financial Times.

The winner will receive a £10,000 bursary and public -exhibition at the St Pancras Renaissance Hotel in London.

The competition will be judged by the Perrier-Jouët Arts Salon, which includes fashion designer Nicole Farhi and Tony Chambers, editor of Wallpaper*.

It follows the launch of a limited-edition Champagne ‘flute tree’, created by Dutch designer Tord Boontje.

Patronage of the arts has been a key pillar of Perrier-Jouët’s marketing strategy since the brand’s inception.

Chris Sabian is a portrait artist with http://www.kutefineart.com and owner of http://www.paragonprints.co.uk