Allied Domecq Spirits & Wine (UK) Ltd (ADUK) has announced the introduction of a half bottle variant of its successful premium cream liqueur brand Tia Lusso exclusively for the Convenience and Specialist (S&C) sectors this Christmas.

With an RRP of £6.95, ADUK expects the 35cl bottle to be a big hit with retailers in both the S&C and independent sectors during the festive period. The new format is available from Cash and Carry and wholesalers.

“Half bottle sizes enjoy a higher rate of sale, market share and value in the S&C channel compared to multiple grocers, so we have decided to introduce Tia Lusso in this new format on an exclusive basis”, comments Neil Anderson, Senior Brand Manager at ADUK.

“By introducing this pack size we are providing S&C retailers with a real point of difference in the off trade sector; a format that will undoubtedly find favour with 23 –28 year old female consumers who’s busy lifestyle means that they are often looking for a convenient way to buy that all important bottle to take to parties this Christmas, whilst providing retailers with the perfect opportunity to take full advantage of the extensive consumer marketing programme that will support the brand over the next three months” he says.

As part of their massive £6m consumer-marketing programme behind Tia Lusso, ADUK are investing £3.5m in an extensive TV and cinema advertising campaign for the brand in the run up to Christmas. Launched in September the TV and cinema campaign is expected reach a phenomenal 93% of all 18 to 34 year old women in the UK - all of whom will have seen Tia Lusso advertising on average 10 times by the end of the year.

“The introduction of the new half bottle exclusively for the S&C sector coupled with a support programme that will be one of the biggest behind any spirit brand over the period makes Tia Lusso a must stock this Christmas”, concludes Anderson.

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