New point-of-sale materials are being offered to bars, pubs and clubs to help them promote Antica sambuca, drawing on its Italian heritage.
The new kit for summer 2017 from distributor Hi-Spirits includes bar runners, drip mats, shot glasses and strut cards, available through wholesalers with orders of Antica sambucas.
New visuals set the brand against a backdrop of the Dolomite mountains, the home region of the Antiche Distillerie, where Antica has been made since 1868 using a traditional recipe with premium star anise.
The POS can be used to promote Antica Sambuca Classic as well as the nine Antica Flavours including black, raspberry, apple, banana, mandarin, tropical, amaretto, cherry and chilli.
Dan Bolton, managing director of Hi-Spirits, said: “We shook up the shots market with the launch of Antica Sambuca flavours in 2004, and in the process Antica has driven sambuca from being a niche spirit to a back-bar essential in the on-trade.
“The spirits and shots market is more competitive than ever, so ensuring that Antica stays front-of-mind with customers enjoying summer nights out with friends is a key part of our approach.
“CGA figures also show that distribution of Antica grew by 4.25% in food-led pubs and by 35.3% in restaurants during 2016, reflecting the boom in spirits in the casual dining market. For those customers, we want to reflect the authenticity, heritage and quality of Antica.
“Whether enjoyed as an after-dinner drink or as a chilled, flavoured shot, sambuca is a must-stock in the on-trade, and we’re stepping up support for Antica to help operators make the most of the opportunity.”