Sarah Harding, senior brand manager for Tia Maria, said: “We wanted to ensure the brand appealed to our current and loyal drinkers, as well as provide a stylish, fresh and modern look to entice new consumers to try the liqueur. By enhancing the front label of this dark liqueur and making it more premium and impactful on-shelf, we hope to increase visibility of Tia Maria and in turn, further drive sales.”

Tia Maria is the number two non-cream liqueur in the UK off-trade according to Nielsen figures. It is distributed by First Drinks, a wholly-owned subsidiary of William Grant.