Unlike most cream liqueurs, Walders has a non-dairy base, so it can be mixed with fruit juices, according to Rob Preston, director of the Romsey, Hants-based distributor. It is also lower in calories and suitable for people with a d airy intolerance.
"The cream liqueur market is a difficult one to crack, but Walders has a lot of unique selling points. We are very much looking forward to the opportunity to take it to the next level," Preston said.
With the launch in the UK's main supermarkets expected to take place next Easter, this gives United time to get the brand's marketing and distribution strategies in place,
He added that experiential marketing activity would be a good match with the brand, which will also be rolled out to independent drink shops and the on-trade.