Two premixed spirits brands bid to capture youth sector

Two new premixed spirits drinks aimed at younger drinkers are launching in the UK.

Allied Domecq Spirits & Wine (UK) is to roll out a mixture of Tia Maria and fizzy peach flavouring called O.T.Tia, its first line extension to the Tia Maria brand and the second launch from the company’s new brand development group, following the unveiling of tequila spirit mix Barking Frog last October.

The move is part of Allied Domecq’s bid to increase sales of Tia Maria by marketing it as a mixable spirit, exploiting the trend among young women of mixing Tia Maria with cola. O.T.Tia is targeted at 18- to 25-year-old women, a slightly younger audience than the parent brand, and will have a 5.5 per cent alcohol by volume content.

Its launch will be backed by advertising, tipped to be through Rainey Kelly Campbell Roalfe, which won the Tia Maria account from Publicis last summer.

Meanwhile, Lwenbräu is to launch The Craic, a blend of pure spirit, elderflower and spring water in time for St Patrick’s Day celebrations next month.

The ready-to-drink spirit, which Lwenbräu will market and dist-ribute, is produced and bottled in County Wexford by a family firm established in the last century. It is aimed at 19- to 34-year-olds who are ready to move on from alcopops.

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