Melon liqueur brand Midori has secured a listing in 446 Tesco stores.
The brand, which is also sold by Asda and Morrisons, will roll out to the retailer in 50cl bottles from early next month and will be supported by a £1 discount promotion in the grocery channel in the run-up to Christmas.
Brand manager Nick Barker said Midori takehome sales had grown as Brits made more cocktails. “Our o -trade strategy has focused on educating core consumers about the versatility of Midori with simple drinks they can make at home,” he added.
Midori distributor Cellar Trends is also taking on distribution of Licor 43, produced by Spanish wine and spirits business Zamora Group.