Brighter new look for Thorntons Chocolate liqueur

Aimed squarely at women looking for an everyday treat the new design has a “flash of hot pink” and makes more of the Thornton’s name, said distributor Global Brands.

 “Thorntons Chocolate Liqueur has been incredibly successful since its launch in 2011 and has grown +13% in the last 12 months alone,” said marketing director Simon Green.

“We can attribute this to the fact that we have driven growth into the category by developing a quality liqueur alongside a credible and popular brand consumers already look to for every day indulgence.

 “The contemporary new look will not only ensure prominence on shelf, it will continue to inspire chocolate lovers to trade up to Thorntons Chocolate Liqueur to try, and recreate, some of the indulgent serves that have become synonymous with the brand.”

The company says its figures show that cream liqueurs are outperforming total spirits by 8%, benefiting from the growth in cocktails.

In August Diageo launched a new premium version of the category leader Baileys – Baileys Chocolat Luxe, a blend of Belgian chocolate and Irish whiskey. It is being supported with a £5.5m marketing spend through the key Christmas selling period.