Tia Maria bottles sport Funkin Martini mixer

Tia Maria and cocktail expert Funkin have partnered to create an on-pack promotion to encourage consumers to create Tia Maria Espresso Martinis at home.

Commencing this month, a 120ml Funkin mixer pouch will be available on 90,000 bottles bottles of 70cl and 1L Tia Maria in the UK grocery channel, including Tesco, ASDA and Morrisons supermarkets.

Senior brand manager for Tia Maria, Will Thompson, comments: “Consumers are more influenced than ever before by their on-trade experiences and are looking to re-create a special experience in the home. The Tia Maria and Funkin partnership allows consumers to try Tia Maria’s signature serve with ease, and will ensure the brand is front of mind when consumers next visit the on-trade. The partnership creates standout on shelf and adding value to the customer’s offering to drive profits.”

Funkin senior brand manager, Joana Lenkova adds: “This partnership is in line with Funkin’s innovative approach to cocktailing and our mission to provide consumers with authentic, 100% natural mixers that make it simple to create great tasting drinks, not only on a night out but also at home.  We are delighted to be working with another leading brand in the market to drive sales for our customers and deliver bar-quality cocktails in the off trade.”

Throughout the year, Tia Maria has invested in multiple consumer sampling events, which have focused on promoting its signature serve, the Tia Maria Espresso Martini. This latest activity by distributor First Drinks has been to further raise brand awareness and encourage new drinkers into the category. 

Tia Maria RRP 70cl: £15.69, 1L: £21.89. Espresso Martini cocktail mixer is available to purchase on www.funkin.co.uk

25 November 2013 - Felicity Murray The Drinks Report, editor