Di Antonio sambuca launched

Whilst Di Antonio has been created as a value brand, Toorank Distilleries have maintained their strict attention to excellence and quality leading to the Gold Medal and more importantly, the Best in Class award at the IWSC 2008.

Di Antonio was initially developed as a house brand for the on-trade, but the brand will also be marketed in the off-trade due to demand from this sector.

The sambuca market has been experiencing steady growth, with Nielsen research showing a 20 per cent rise in volume sales in the on and off-trade between Jan 2006-7. Additionally, Toorank has noticed a real demand from the retail outlets looking to provide a 70cl full strength sambuca that can compete with the existing brands. .

Chris Lake, Director of Sales for Toorank (UK) Ltd commented:"Our research has shown limited consumer brand loyalty in the sambuca market. Whilst sambuca is still seen as a shooter style drink, providing a product that the consumer actually enjoys drinking will certainly encourage sales and brand loyalty.

"Whatsmore, Di Antonio provides class leading quality credentials but at a fraction of the cost of the main market players!"