The main herbal liqueur is being rebranded as Galliano L’Autentico and its abv increased from 30% to 42.3% to give it a super-premium repositioning. Distributor Maxxium UK could not confirm if this would mean a price rise. A 50cl bottle currently sells for £8.48 in Tesco. The brand’s new look will roll out in December.
“We looked to the classic recipe of the 1960s and 1970s,” said Nic Renn, partner of designers Morning. “The brand has a fantastic history and we wanted to bring that out to give it more premium qualities.” Non-cream liqueurs are one of the fastest-growing alcohol categories, with sales up 14% in the year to 9 August to £83m [Nielsen].