First Drinks Brands is ramping up support for its Amarula cream liqueur in a bid to expand it past its Christmas mainstay.
Building on last year’s ‘Where will a sip take you?’ press campaign, a second burst of ads
in the series will run throughout the spring as part of a £1.1m marketing spend.
The drive marks the first time that Amarula has been supported by advertising outside the festive period. The ads, which aim to promote the brand’s African heritage, will run in glossy lifestyle magazines.
Andy Corris, Amarula’s brand manager, said: “Cream liqueurs are not just for Christmas. The spring months present a significant opportunity as they encompass Mothering Sunday and Easter.”