Exclusive: Tia Maria's on-trade push

First Drinks has revealed it has "big plans and ambitions" for its Tia Maria brand in the on-trade.

Currently 70% of the coffee liqueur brand's sales are through the off-trade, but the company believes there is a big opportunity to grow it through UK pubs and bars, where it plans to replicate the success it has enjoyed with its Italian liqueur brand Disaronno.

"We are currently putting together the final details of a re-launch strategy, to build on what we have already achieved with the brand and to boost its on-trade sales," said marketing controller Nick Williamson.

Tia Maria joined the First Drinks portfolio in September 2009, following its acquisition from Pernod Ricard by Illva Saronno, which also owns Disaronno.

Earlier this month First Drinks launched a £3m Christmas campaign and sponsorship of Britain's Next Top Model Live. It will develop this and continue the extensive sampling campaign the company has already undertaken — it aims to give out 45,000 samples with its most recent campaign.

A signature serve has also been created — the Tia Breeze, consisting of Tia Maria & cranberry juice served with a wedge of lime — to help increase drinking occasions for the brand outside of after-dinner and Christmas, said Williamson.

"We have 85% distribution through the on-trade but we need to develop more 'sell through' and make the brand more relevant to its core female audience," he explained.