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Global Brands launches on-trade push for Thorntons Chocolate Liqueur

Published:  23 November, 2011

Global Brands is to capitalise on growth in the cream liqueurs category by launching a raft of year-round on-trade activity to promote Thorntons Chocolate Liqueur.

A range of menu inserts and tent cards will be launched to the trade about how Thorntons Chocolate Liqueur can be used in a range of long drinks, cocktails and after dinner desserts to boost incremental sales.

Over the festive period, Global Brands is pushing the 'Christmastini' cocktail, and seasonal serves will be promoted at key times of the year, including Valentine's Day, Mother's Day and Easter.

As part of the consumer awareness drive, Global Brands will also be showcasing Thorntons Chocolate Liqueur at a series of high profile events, including the BBC Good Food Show and Taste of Christmas, and launching a consumer PR plan for 2012.

Global Brands marketing director, Simon Green, says: "Cream liqueurs are often seen by consumers as a 'once in a while treat', but we're positioning Thorntons chocolate liqueur as an everyday indulgence that's luxurious, yet affordable, versatile and perfect for a variety of occasions.

"By providing the on trade with a range of tried and tested serves that we know their customers will love, from signature cocktails to easily prepared desserts, we're helping them to capitalise on the cream liqueurs category, which is in +3% growth."

Since launching in April 2011, Thorntons Chocolate Liqueur has secured listings with JD Wetherspoon and Greene King.

Thorntons Chocolate Liqueur is a 17% ABV product made with West-African sourced luxury cocoa, vodka and cream that has been developed by Global Brands and Thorntons' master chocolatier, Keith Hurdman.