St Helier and Vodkat owner Intercontinental Brands (ICB) claims its launch of the world’s first flavoured amaretto drink is its biggest-ever piece of NPD.

Zamaretto is an amaretto-based liqueur in eight different flavours including banana, cherry, apple and chocolate flavours. It will be launched into retailers later this month in 75cl and 50cl bottles (rsp under £15) and is designed to be drunk over ice. “There has been a lack of innovation in the UK liqueur sector for at least a decade,” said Paul Burton, MD of ICB.

“Although the drinks are aimed at young party-goers, we are confident that the drink has a wider appeal than that, particularly the cherry and chocolate variants, which received excellent trial feedback on taste.”

The launch will be supported by marketing, including advertising sponsorship of ITV programme Benidorm, which will air from September.

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