Galliano Famiglia boosted by new investment

Maxxium UK is giving its ‘Galliano Famiglia’ range of liqueurs a boost via a series of improvements to benefit the on and off trade

In September, Galliano Vanilla, the most popular variant in off-trade outlets, will be re-launched into the mainstream on-trade and given a new look to distinguish it from the flagship variant, Galliano L’Autentico.

Launched in 1999 as a sweeter, more accessible liqueur, Galliano Vanilla is perfect served straight over ice, or in simple build cocktails and long drinks including the classic Harvey Wallbanger which mixes Galliano with orange juice and vodka. Its new pack will be more premium, bringing it in line with the other three variants.

Galliano Ristretto, a high quality Italian coffee liqueur launched in 2009, will reduce its ABV from 42.3% to 30% making it more versatile while maintaining its rich flavour. Perfect served straight, or mixed with cola, Galliano Ristretto is  available in the off-trade from September. In high-end on-trade outlets it is being supported with branded espresso cups, designed to convey the product’s natural Italian coffee flavours derived from pure Robusta and Arabica beans, and a POS kit for bars and pubs will be available to promote Galliano Ristretto and cola.

On trade outlets will also be offered training to get the most out of Galliano Ristretto in cocktails ranging from Black and White Russians to the sumptuous Espresso Martini.

The range is completed by Galliano L’Autentico, the original authentic Italian liqueur, aimed at high-end cocktail bars and specialist off licences and
Galliano Balsamico, an innovative liqueur launched in 2009 that imitates the rich flavour of balsamic vinegar, ideal for fruity cocktails and as an ingredient in desserts.

Assistant brand manager Steve Batchelor says: “The Galliano range is loved by the trade. Our flagship brand Galliano L’Autentico is seen in many of the top cocktail bars and specialist off licences around the world and the fantastic Galliano Ristretto is fast gaining a reputation in the trade for its quality and competitive price point. Galliano Balsamico has been well received by bartenders who are enjoying the creativity it allows them.”

To ensure the Galliano range meets the needs of customers in both the on and off trade, Maxxium will also replace the current 70cl bottles with a new 50cl format within the next year while maintaining the same iconic bottle shape.

Galliano global brand ambassador, Agostino Perrone, comments: “This change will be better for our customers as Galliano will fit more easily in speed rails and on the back-bar, making it more convenient for bartenders to work with and create cocktails.” 

The ‘classic’ tall 70cl Galliano bottles will remain available to the trade for display purposes.

1 September 2010 - Felicity Murray