The UK market promotion, which is timed for the key run-up-to-Christmas sales period, offers consumers a complimentary pair of Babyliss hair straighteners when they purchase a bottle of Tia Maria.

It is part of a multi-million investment from the drinks group into Tia Maria.

The neck collar promotion, which also features simple cocktail recipes, goes live this week in stores across the UK, including Tesco, Sainsbury’s and Morrisons.

The new ‘In Tia We Trust’ campaign, is being promoted on billboards across the UK and via the Tia Maria Dark Room parties, a series of experiential events in key cities and hosted by broadcaster Gemma Cairney. The campaign is also being heavily advertised in women’s magazines, such as Grazia, Elle and Stylist, and via the brand’s social media channels.

Gwilym Cooke, brand manager for Tia Maria at William Grant & Sons UK said: “Almost half of all liqueurs and specialities are sold in the weeks leading up to Christmas, so this is an ideal time to launch the Tia Maria on-pack promotion with a brand that is recognised and respected by our target market.

“This activity is designed to remind consumers of Tia Maria’s credentials, its history, its quality and its versatility whilst also rewarding new and existing fans with a product that directly appeals to them. The on-pack comes at a key time of above the line investment for Tia Maria, and this is set to boost purchases in store as the brand will be front of mind for consumers.

“Tia Maria is a top five non-cream liqueur brand in the UK, and as the off-trade liqueurs market is currently in growth, and worth £498.9m, retailers should ensure they stock the on-trend brands that are investing and developing those crucial relationships with consumers ahead of key sales periods.”