In a major summer consumer PR push behind its successful new premium coffee and rum liqueur Tia Lusso^®, Allied Domecq Spirits and Wine (UK) Ltd (ADUK) has embarked on a major consumer PR programme, targeting women’s style, fashion and celebrity gossip magazines and national and regional press.

Taking the form of reader offers ADUK are giving away exclusive stylish goody bags containing everything a girl needs to head outside and enjoy the summer!  The kit consists of a 35cl bottle of Tia Lusso^® tucked into a trendy ‘Johnny Loves Rosie’ tote bag in this season’s floral print, with matching hair tie, flip-flops and flower hair band.  There is also a pair of stylish tinted sunglasses, Clarins factor 15 sun cream for sun worshippers and Adele Parke’s latest girlie read ‘Other Women’s Shoes’ all tucked into the gorgeous bag!

Created to further highlight Tia Lusso^®’s unique summer drinking proposition, the summer kits form part of a mutli million pound investment programme behind the brand, which continues to perform in line with ADUK expectations.

 “We said at launch that we would support Tia Lusso^® throughout the year and that we would not let the brand fall into the Christmas only trap” says Neil Anderson, Senior Brand Manger for Tia Lusso^® at ADUK.  “Christmas is important, but when you consider the level of sales during June to August you can’t ignore the opportunity that summer offers.  With its refreshing, lighter packaging and a lighter taste profile to match, Tia Lusso^® just cries out to be enjoyed over ice during the summer months and that’s exactly what our latest campaign will achieve”.

Inspired by the Great British Girl’s holiday, the kit is the perfect accessory for 20-something females with a sassy attitude towards life. And with less than half the fat of the biggest selling cream liqueur in the UK, it is the perfect recipe for enjoying long summer nights!

The summer essential kit is an exclusive goody bag inspired by Tia Lusso^® and is not available in the shops.