Tia Maria continues to ‘drive the coffee revolution’ by encouraging licensees to take advantage of the end of meal occasion.
Gemma Monaghan, on-trade marketing manager at Tia Maria, says: “We’re not the only ones that love coffee cocktails. After-dinner is a sales opportunity that often can make a difference to your profits at the end of every night.
“Tia Maria has a unique coffee flavour. The coffee category is currently in growth, with 70 million cups of coffee being drunk in the UK every day. More and more people are enjoying the flavour, and outlets can use this as an opportunity to drive incremental sales and cash margin, by simply offering diners a coffee cocktail post-meal.”
Tia Maria + Coffee Project share top tips on how to maximise this opportunity:
• When eating out, a growing number of people would opt to drink a cocktail after a meal if offered. So, take the lead, and position a coffee cocktail as the perfect end to an evening – especially the classic Tia Maria Espresso Martini.
• Cocktail lovers are likely to be led by what is recommended or listed on a food menu. Highlight the Tia Maria Espresso Martin as the perfect addition to a dessert.
• Adding a seasonal twist to the classic Tia Maria Espresso Martin is a simple way to re-invigorate your drinks menu and add a touch of theatre. Compliment seasonal food menus e.g. add a hint of cinnamon at Christmas or decorate with a mini pumpkin for Halloween.
• Ensure your team are confident when upselling. Encourage them to know when to offer a coffee cocktail at the end of a meal but also to ensure they understand the profitable opportunity it brings to your business.
What’s more, following the success of its Coffee Cocktail Month in April, Tia Maria is bringing back the successful activity for a second time this October, coinciding with International Coffee Day on 1 October.
In April, the activity featured in over 400 outlets across the UK and Tia Maria sales in the G1 Group increased by 320%, with a total of 1,849 Espresso Martinis (the equivalent to 66 bottles of Tia Maria) sold by the company. Tia Maria is looking to repeat this success by partnering with 350 key outlets across the country.
The campaign will continue to drive awareness of the leading coffee liqueur and highlight the profit opportunity for licensees.
Serves available will include the classic Espresso Martini (pictured above) as well as some of the more experimental cocktails such as the Flat White Russian (pictured below) and Tia & Tonic.
Tia Maria Espresso Martini
25ml Tia Maria
Single/double shot of espresso
5ml sugar syrup
Shake all ingredients hard. Double strain into a chilled coupe glass. Garnish with three coffee beans.
Tia Maria Flat White Russian
25ml Tia Maria
25ml Jamaican Rum
Shot of espresso
5ml demerara sugar
Laced on top with ice cold milk
Fill glass with cubed ice. Add all ingredients and stir well. Lace milk on top. Garnish with chocolate powder.