Asda will be reaching out to more consumers this summer by promoting a Spanish liqueur from the skies.
Licor 43, which has a secret recipe of 43 ingredients, will be offered as a sample to 300,000 holidaymakers on flights to Spain with charter operator Futura, accompanied by a cocktail leaflet listing Asda as a stockist.
Leaflet distribution and in-store tastings will also take place in Asda this autumn.
Rupert Wilkins, chairman of distributor Malcolm Cowen, said: “In Spain Licor 43 is regarded as an entry drink for those in the 20-25 age group.”