From United Brands a new toffee liqueur, based on a Scandinavian sweet TARGET CONSUMER Gina Thomas, 36, lives in Brighton and is a page layout artist The bottle design in primary blue and red looks like it is aimed at a younger drinker or Bologna fan, and certainly not at a Baileys drinker. It is not something I'd normally pick off the shelf. I was expecting something very sweet and sticky, and the first sniff confirmed this with an overpowering toffee smell. However, it's actually very drinkable ­ I like it! It's not as sweet as it smells, the toffee flavour is just an aftertaste, and it has quite a good kick! It's not bad in coffee either. Admittedly it is probably too sweet for some. A friend said it tasted like liquidised toffos! Not for a Baileys snob, and not something I'd drink in a pub, but I might get a bottle in for Christmas. Someone should sort out the packaging though. Rating out of 25 ­ 15 The expert: Sally Easton Master of Wine and wine buyer for Berry Brothers and Rudd This liqueur has a milky coffee colour and an intense nose of caramel and toffee which permeates the air for about half a metre radius. There are flavours of cream, coffee and toffee with a bitter bite of alcohol towards the back palate; it is extremely sweet with all flavours at the front of the palate; its cloying nature negatively affects the whole palate, leaving it in need of refreshment. The packaging is bright, unmistakable, and should appeal to a young and female audience. The cream liqueur market is a difficult one to break into and there are many similar-tasting products. Success rating out of 25 ­ 5 the designer: Graham Shearsby Board creative director, graphics, at Design Bridge Once past the music hall memories that Dooley's' conjures up, things don't look that bright on the packaging front for this cream liqueur. While it may challenge the mould of liqueur packaging, you are left with the strangely disturbing vfeeling that this is a bottle which has just been covered with a large red and blue sweet wrapper. The design lacks any of the simple cues for taste, quality or fun. It just seems to be a mish mash of formats and visual signals that left me with the impression of something which is rather cheap and unloved. Success rating out of 25 ­ 6 The buyer: Steve Mayes Category controller at Landmark This product is so indulgent it should be marked X certificate or sold under the counter as a marital aid. Anyone with a sweet tooth will adore it. The packaging is in the same colours as Cadbury's Creme Eggs. The taste is liquid caramel with alcohol ­ outrageous. It's also versatile, it could be an alcoholic WD-40 ­ great on the rocks, in cocktails, in coffee, drizzled over ice cream, pancakes, people. It has potential. With a well timed co-ordinated multimedia campaign, it could get among the big brands. Assuming the price points, margins and support stack up, this should be a big winner. Success rating out of 25 ­ 24 Total score out of 100 ­ 50 {{DRINKS }}