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Thorntons Chocolate Liqueur drives everyday indulgence

Thursday, 12 December 2013 16:35

Leading drinks business, Global Brands, has unveiled an exciting new look and feel for Thorntons Chocolate Liqueur ahead of Christmas, to drive seasonal appeal and continue to position the liqueur as an everyday indulgence.

Fitting with the wider rebrand of Thorntons Chocolates, Thorntons Chocolate Liqueur will soon carry a new brighter sleeve which has been designed to ensure prominence on shelf, in addition to increasing appeal amongst a lucrative female audience. Incorporating a flash of hot pink and larger text, in addition to the new Thorntons logo, the colourful design demonstrates the versatility of the drink, whilst maintaining a premium image, to drive appetite appeal all year round.

Thorntons Chocolate Liqueur is the only chocolate liqueur to be developed in conjunction with a Master Chocolatier. Launching in 2011, the innovative drink was the result of collaboration between Global Brands and Master Chocolatier Keith Hurdman, developed to offer an authentic liqueur indulgence from a credible chocolate brand. Since its inception it has successfully driven growth into the category through its positioning as an ‘everyday treat’, generating sales beyond the key seasonal peaks of Christmas, Valentine’s Day and Mother’s Day.

Cream liqueurs continue to benefit from the increased popularity of mixed drinks and cocktails in the on trade and are outperforming total spirits by +8%. Global Brands recognises that the most successful liqueurs focus on mixability and developed Thorntons Chocolate Liqueur to provide the on trade with a premium chocolate liqueur for use in a variety of indulgent cocktails and hot drinks, in addition to retaining a rich and creamy consistency when served over ice.

Simon Green, Marketing Director at Global Brands adds;

“Thorntons Chocolate Liqueur has been incredibly successful since its launch in 2011 and has grown +13% in the last 12 months alone. We can attribute this to the fact that we have driven growth into the category by developing a quality liqueur alongside a credible and popular brand consumers already look to for every day indulgence.

“The contemporary new look will not only ensure prominence on shelf, it will continue to inspire chocolate lovers to trade up to Thorntons Chocolate Liqueur to try, and recreate, some of the indulgent serves that have become synonymous with the brand.”