More than 350 bars around the UK are taking part in the first Coffee Cocktail Month launched for Tia Maria liqueur.
Running throughout April, the activity intends to drive awareness of coffee cocktail serves using the liqueur and highlight the profit opportunity for licensees.
It ranges from the modern classic Espresso Martini (pictured) through to other coffee cocktail serves including Flat White Russian, Tia Coffee Tonic and Tia Iced Popcorn Frappé.
To target cocktail drinkers in London, Tia Maria has joined forces with DrinkUp London, the organiser of London Cocktail Week.
The partnership sees the brand’s serves available at various outlets across London, including Scout, London Cocktail Club, El Camion, The Barge House, Reform Social & Grill, Mr Fogg’s Residence and Mr Fogg’s Tavern.
Outlets have created their own Tia Maria creations such as The Gibson in Old Street which is offering Patrick’s Cake made with Tia Maria, “vintage Campari béchamel”, fresh lemon juice, mandarin, and wood smoke honey, served with a traditional Victoria sponge cake.
A detailed Tia Maria-branded map showcasing the exact location of the bars is available on the DrinkUp London website. Cocktail drinkers can sign up to the Tia Maria Coffee Cocktail Academy where they can learn about coffee cocktails and how to make them.
Throughout April, 250 free Tia Maria coffee cocktails will be available to DrinkUp London customers. Vouchers will be accessible through the DrinkUp London website and redeemable at Chapter 72, a coffee chop and coffee cocktail bar in Bermondsey.
Gemma Monaghan, on-trade marketing manager for Tia Maria, said: “The coffee category is currently in growth, with 70million cups of coffee being drunk in the UK every day. There’s a growing trend towards the coffee cocktail, presenting outlets with a huge opportunity to drive incremental sales and cash margin.
“By introducing our very own Coffee Cocktail Month we hope to emphasise the profit opportunity for licensees. Alongside the Tia Maria Espresso Martini, we’ll also be inspiring outlets with a variety of new serve options to demonstrate the lucrative coffee cocktail opportunity and further push our mission to drive the ‘Coffee Revolution’.”