TIA MARIA Liqueur Spirit, the modern mixable spirit from Allied Domecq Spirits & Wine (ADUK) is set to engage the ‘extra sense’ of TIA MARIA drinkers this Easter with the introduction of a new value added pack for the off trade.

Designed to drive awareness of TIA MARIA as an all year round mixable spirit, the pack contains a 70cl bottle of TIA MARIA, a special booklet highlighting four new TIA MARIA signature drinks and 10 luxury chocolates. To encourage repeat purchase the pack also contains 50 pence off vouchers redeemable against another 70cl or one litre bottle purchased.

For even more added value, ADUK have produced special support POS material, which includes an eye catching shipper unit. Designed to have maximum shelf and store presence, the POS reinforces the brands seductive, magnetic and mysterious positioning that is the trademark of the TIA MARIA brand.

Lizzie Pawsey, Brand Director for Liqueurs at ADUK comments “We have an excellent track record of success behind TIA MARIA value added packs and expect this new one to be very successful. Research undertaken by A.C. Nielsen to measure the effectiveness of previous TIA MARIA added value packs proved conclusively that when promoted with off shelf displays and increased shelf space they typically deliver incremental sales of +50% on base line performance - adding real value to retailers’ sales”.

ENDS