Drinks distributor Hi-Spirits has launched a summer campaign to support US liqueur brand Hpnotiq in the UK on-trade.
The marketing push includes new signature serves and promotional rings said to create the celebrity “bling” associated with the brand in other markets.
The 17% ABV aqua blue liqueur, a blend of French vodka, fruit juices and Cognac, is said to be well-established in the US.
Hi-Spirits said it aims to emulate this success with its UK campaign. The liqueur is being promoted for drinking on the rocks or in cocktails.
Dan Bolton, managing director of Hi-Spirits, described the liqueur as the “ideal summer drink”.
He said: “We took on Hpnotiq last year and this is our first full summer with the brand, so we’re taking the opportunity to upweight our support package.
“The distinctive blue colour is already familiar to our target consumers, who have seen celebrities enjoying Hpnotiq on TV and in magazines, so our main challenge is to make sure they know it’s available in their local pubs and bars.”