Hi Spirits is hoping to roll out its raspberry-flavoured Antica Sambuca across the off-trade, repositioning the spirit as a long drink with lemonade rather than a shot-style drink.
"Our raspberry sambuca is the only one on the market and has proved extremely popular in the on-trade," said Jeremy Hill, managing director of Hi Spirits. "As a result, consumers have been asking where they can buy it in the off-trade and so we have taken the decision to move into the take-home market."
By positioning the sambuca as a long drink, Hill is hoping to increase the number of occasions on which Antica Raspberry is drunk and appeal to a wider consumer base.
The rollout will start with Antica Classic and Raspberry, rsp £12.99 to £13.99. Banana, coffee, mandarin and liquorice flavours will be added in the future.
Hi Spirits is also working on an off-trade push for its Effen vodka and super-premium No 209 gin brands.