Creamy liqueur plans to crack UK

11 July, 2008

United Brands has signed a deal with Walders coffee liqueur to distribute the brand throughout the UK, but the product won't hit the shelves until next Easter.

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,

said Preston.

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.

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