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First Drinks takes on Tia Maria

tia-mariaFirst Drinks has announced the UK distribution rights for Tia Maria following Illva Saronno’s acquisition of the premium brand from Pernod Ricard.
The addition of Tia Maria from October 1, aims strengthen First Drinks’ presence in the non-cream liqueur market and complement the company’s range of premium brands that include Italian liqueur, Disaronno.

The development cements First Drinks’ relationship with Illva Saronno, who together have grown Disaronno in the UK to the number two brand since its introduction in 2000.
Chris Mason, managing director of First Drinks said: “We are extremely pleased to take the classic coffee liqueur Tia Maria, which is worth £43.8m, into our portfolio of premium brands.

“The non-cream liqueurs category is doing incredibly well and is worth over £79 million in the grocery sector alone – up 16% year on year. Boosting our business with such a high profile and successful brand really is testament to our team’s achievements in recent years.

“We already enjoy a strong relationship with Illva Saronno, as evidenced by Disaronno’s success as the fastest growing non-cream liqueur, and it gives us great satisfaction to extend this already strong partnership with welcoming Tia Maria on board.

We anticipated a successful year in 2009 and, despite difficult market
conditions, we are firmly on track and the prospect of working on the category’s largest liqueur is very exciting for all concerned.”

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