GLOBAL Brands is embarking on a major on-trade push for its Thorntons chocolate liqueur in the approach to Valentine’s Day.
The drinks firm has identified Valentine’s Day as a key trading period for the brand and, between now and February 14, is promoting a number of ‘romantic’ serves.
Cocktails, including the Thorntons Chocolate Kiss – a combination of the chocolate liqueur and vanilla vodka – are featured on tent cards and menu inserts, which are being distributed to bars.
Simon Green, marketing director at Global Brands, said Valentine’s Day offers a major opportunity for the 17% ABV liqueur, which was developed by the drinks company and Thorntons’ master chocolatier Keith Hurdman and launched last April.
“Valentine’s Day presents a strong sales opportunity for Thorntons chocolate liqueur in the on-trade because consumers are looking to treat themselves and their loved ones,” he said.
“We’re positioning Thorntons as an ‘every day indulgence’ but, by providing POS and bespoke recipes, licensees have the perfect opportunity to sell higher margin signature cocktails such as the Thorntons Chocolate Kiss.
“The cream liqueurs category is in 3% growth, so it’s important to up-sell where possible to capitalise on this.”
• The Thorntons Chocolate Kiss:
– Ingredients: 50ml of Thorntons chocolate liqueur, 25ml vanilla vodka.
– Method: combine the liqueur and vodka with ice, shake and then fine strain into a Martini glass. Garnish with a strawberry that has been dipped in cocoa.