A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
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.