Allied Domecq Spirits and Wine Ltd (ADUK) has announced that Neil Anderson has been promoted from Brand Manager for Fortified Wines to Senior Brand Manager for TIA MARIA Liqueur Spirit.

Anderson joins the Tia Maria team at an exciting time when the UK’s number two liqueur and speciality spirits brand is enjoying impressive sustained year on year growth. Over the last year, MAT volume sales of Tia Maria in the off-trade have grown by 22.7%, double the growth of the category, which grew 11.4%.*

“Tia Maria is experiencing significant growth this year,” says Anderson, “and the latest bi-monthly figures show that volume sales pre-Christmas grew by a massive 39% when the category grew by only 12%.**

“Sustained growth is the result of our strategy to position Tia Maria as one of the most versatile, mixable liqueur and speciality spirits brands which successfully appeals to young females because of its seductiveness, intrigue and mystery. Recent heavyweight promotional activity has reaped benefits for the brand in the off-trade. Tia Maria’s alluring new packaging was timed to be in-store for Christmas and this was backed up by a new £3 million TV campaign, ‘Come to Mummy’, which ran through the same period.

My role is to take the brand forward, and continue the significant growth over the next 5 years” concludes Anderson.

* Source: Nielsen Off Trade MAT Nov/ Dec 2001 and Nov/ Dec 2000
** Source: Nielsen Off Trade Bi-month Nov/ Dec 2001 and Nov/Dec 2000