PUB and bar operators are being encouraged to offer their customers a ‘sambuca summer’ in the coming weeks as it’s claimed the Italian liqueur is being consumed in a broader range of on-trade outlets than ever before.
Hi-Spirits, the firm behind the Antica sambuca brand in the UK, has launched a new point of sale kit for outlets featuring visuals of the 38% ABV liqueur against a backdrop of the Dolomite mountains – the home region of the Antiche Distillerie, where Antica is said to have been produced since 1868; the kits, which are available through wholesalers, include bar runners, drip mats and shot glasses.
Dan Bolton, MD of Hi-Spirits, said since the launch of the nine-strong Antica flavoured range in 2004, sambuca has “gone from being a niche spirit to a back-bar essential”.
“The spirits and shots market is more competitive than ever, so ensuring that Antica stays front-of-mind with customers enjoying summer nights out with friends is a key part of our approach,” he said.
