The UK’s favourite coffee liqueur, Tia Maria, is launching a new limited-edition Christmas Value Added Pack (VAP) across the grocery and convenience channels. Rolling out nationally from 1st November 2017, the 70cl gift packs will feature in various promotions across the top five major multiples during the festive period, with an off promo RSP of around £15.

The premium packaged gift pack features a bottle of Tia Maria within a stylish chrome cylinder, featuring built in chalk board. The tin can be personalised with messages or drinks requests using the chalk provided, or utilised for other inventive purposes in the home – as a money bank or to store coffee beans and pods, for example. The brand is hoping to drive sales and capitalise on opportunities around Christmas gifting with this eye-catching promotion.

Alistair Pummery, Off Trade Marketing Manager at Tia Maria, says; “Tia Maria is proud to be leading the coffee cocktail revolution, and our vision is to educate and inspire consumers to make their own cocktails at home, as well as enjoying them in bars and restaurants. We believe that value added packs are a great way to show customers the wide variety of coffee cocktails available and this year we are executing more than 240,000 packs in the off trade.”

New research from renowned futures consultancy The Future Laboratory recently revealed that the coffee cocktail renaissance is set to explode in the years ahead with ‘a perfect synergy of coffee and cocktail cultures’ already underway. Driven by millennials around the world, the trend has gained momentum thanks to increasingly globalised palates and influential ‘social seekers’ looking for the next big thing.


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