Focusing on the brand's nine key UK cities of Leeds, London, Brighton, Glasgow, Edinburgh, Bristol, Manchester, Belfast and Nottingham, the push is called Discover Tuaca and will include outdoor posters, newspaper sponsorship and radio ads.
The campaign aims to drive trial and sales among
more than 20,000 consumers and will focus on promoting Tuaca's signature serves, the Tuaca Crumble, Tuscan Mule and Chilled Tuaca, says brand manager Charlotte Ashburner.
Participating bars in each of the cities will feature performances by the best up and coming talent each city has to offer, with everything from poetry to indie rock and soul to burlesque being showcased.
Consumers will also have the chance to win a trip to Colorado for two and a new website - tuaca.co.uk - will back the campaign.