DRINKS manufacturer’s, First Drinks are saying ‘on ‘yer bike’ to anyone who previously snubbed their leading drink, Disaronno Sour.
The company are gearing up towards an increased marketing campaign in order to boost sales of the amaretto liquer.
That started with the unveiling of the ‘Disaronno Sour Station’, a branded trike with a in-built lemon-juicing mechanism, at key events across the UK, like the Edinburgh International Festival to London Cocktail Week.
The hope is the quirky gimmick would introduce thousands of target consumers to the signature serve of the drink.
Brand Manager, Sam Bovill said, “This is simply the starting point for what will be a heavyweight brand investment and education process for Disaronno into 2014 and beyond. We’re confident this high profile activity and brand education around the new serve will grow sales for our customers and make the Disaronno Sour an established bar call with consumers.”
The nationwide experiential sampling campaign forms part of a wider investment programme set to launch in 2014. First Drinks hope the increased efforts will improve the standing of Disaronno Sour with consumers and trade in the UK.
As part of the experiential Sour Station campaign, tokens for a complimentary Disaronno Sour are available to consumers in certain locations. First Drinks has also developed a pre-mixed sour serve, with bartenders simply needing to add the Disaronno.
Non-cream liqueurs are currently worth £681 million to the on-trade.