Tia Maria partners with Grazia in pre-Christmas push

By Mathew Lyons

Published: 23 November, 2015

Tia Maria has partnered with leading women's magazine, Grazia, to produce a limited edition gift pack.

The tin will be available in December and comes in a range of stylish, bold and distinctive black-and-white patterns.

The partnership celebrates the magazine's tenth birthday and will be supported across a range of traditional, digital and social media plaforms.

Core to the wider campaign will be four key influencers representing different facets of the two brands' appeal.

The influencers are model and DJ Zara Martin, fashion blogger Danielle Peazer, events planner and singer Krystal Roxx, and mixologist Jennie Rae Chuter.

They will appear in a billboard campaign with the strapline 'All We Want for Christmas', versions of which will also run on Grazia's print, digital and ipad channels.

All four women will also be supporting the launch on their social media channels.

Paolo Dalla Mora, global communications director for Illva Saronno, which owns Tia Maria, said: "Grazia and Tia Maria share a lot of the same values and therefore they are the perfect partner for our first limited-edition magazine tie up.

"We both speak to women who have a passion for fashion, like to enjoy stylish nights out and like to set, and not follow, trends.

"We'd like to raise a glass of Tia Maria to Grazia and toast many more years of success."

Lauren Holleyoake, Grazia UK's publisher, said: "We're excited to be celebrating ten hugely successful years of the Grazia brand with Tia Maria.

"That's ten years of Grazia as an agenda-setter and a trailblazer, which is why we are showcasing our trend-setting credentials with content - across print and digital - focusing on fashion, music and mixology.

"We'll be working with Tia Maria to bring our readers inspiration and advice throughout the festive period."

The limited edition pack is priced at £15 (70cl) and is at present available from Asda, Tesco, Morrisons, Waitrose and Sainsbury's.

Grazia has an ABC-audited readership of 143,818, according to the lastest figures.

In 2014, Tia Maria partnered with beauty brand BabyLiss in the run-up to Christmas.

It was purchased by Illva Saronno from Pernod Ricard in 2009.

It is currently available in over 60 countries.

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