- Published on Friday, 22 June 2012 15:30
- Written by Carol Emmas
Rolling out on shelf later this summer in the UK, Argentina, the Netherlands and Canada, the brand has retained its heritage by keeping its logo and red and black colours but has evolved to have a more contemporary look.
Sarah Harding, senior brand manager for Tia Maria, said: "We wanted to ensure the brand appealed to our current and loyal drinkers, as well as provide a stylish, fresh and modern look to entice new consumers to try the liqueur.
"Tia Maria has a unique and distinct personality, and we didn't want to lose this character. By enhancing the front label of this dark liqueur, and making it more premium and impactful on-shelf, we hope to increase visibility of Tia Maria and, in turn, further drive sales.
Tia Maria is the number-two non-cream liqueur in the off-trade, and in the on-trade the brand is experiencing 24% growth (Nielsen, year to April 28, 2012).