Tia Maria, the renowned coffee liqueur, is launching a new on-pack promotion in collaboration with singer Sophie Ellis-Bextor. Titled “Shake Up The Taste”, consumers will be in with the chance to win one of 500 limited edition Sophie Ellis-Bextor cocktail shakers – perfect for whipping up a Tia Maria Espresso Martini in!
The launch comes ahead of the festive period where espresso martinis remain a crowd pleaser, both at home and as the fifth most popular cocktail in the on trade. Coffee liqueurs are also important during the festive period, with 45% of the yearly value going through in the last 12 weeks of the year.
Starting on 1st October and running until the end of the year, the promotion will be available via all major multiples. To participate, shoppers need to simply purchase a 700ml or 1L bottle of Tia Maria and visit tiamariacompetition.com with proof of purchase. The competition will run from 00:00 on 01/10/25 to 23:59 on 31/12/25 and is open to UK residents over 18 only.
The on-pack will be supported in-store by eye-catching neck collars as well as digital screens and on-shelf visibility driving assets. Online channels will further support through banners on retailer sites, as well as content landing on Tia Maria’s social media channels.
Tia Maria’s “Shake Up The Taste” campaign aims to drive awareness around Tia Maria being the perfect coffee liqueur for the classic Espresso Martini recipe. It was used in the original recipe of the first Espresso Martini back in the 1980s by bartender Dick Bradsell. And it’s not just Bradsell – consumers agree that Tia Maria makes for an unbeatable Espresso Martini with 63% favouring Tia Maria as the superior coffee liqueur for the cocktail.
Speaking about the promotion, Sophie Ellis-Bextor said: “The Tia Maria Espresso Martini is my go-to cocktail – it’s stylish, fun and always feels like a treat. I can’t wait for people to get their hands on the limited-edition shakers to “Shake Up The Taste” at home and add a little extra sparkle to the festive season!”
Peter Dries, marketing director at Disaronno International UK, said: “At Tia Maria, we’re passionate about making the Espresso Martini accessible and enjoyable for everyone. The limited-edition shaker is the perfect addition to any cocktail-lovers bar cart this Christmas. With Sophie on board as our ambassador this year, we’re excited to continue inspiring consumers to shake up the taste with their own perfect serves with Tia Maria.”
Consumers can visit tiamariacompetition.com for more information or @TiaMariaDrink on Instagram.
