First Drinks is concentrating on a massive sampling campaign this year to increase awareness and trial of Amarula Cream liqueur. It took the brand to the Ideal Home Show in March where it had an audience of 100,000. It is going to the Good Food Show at NEC in November. Pre-Christmas it is planning to offer samples to thousands of shoppers. By the year end it hopes to have reached 250,000 people. Latest Nielsen figures show the brand's sales up nearly 30% in a sector growing at 19%. {{DRINKS }}