Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
Sarah Harding, senior brand manager for Tia Maria, said: “We wanted to ensure the brand appealed to our current and loyal drinkers, as well as provide a stylish, fresh and modern look to entice new consumers to try the liqueur. By enhancing the front label of this dark liqueur and making it more premium and impactful on-shelf, we hope to increase visibility of Tia Maria and in turn, further drive sales.”
Tia Maria is the number two non-cream liqueur in the UK off-trade according to Nielsen figures. It is distributed by First Drinks, a wholly-owned subsidiary of William Grant.