Designed to engage both trade and consumer audiences, the partnership will see the brand’s classic Espresso Martini and Tia & Tonic served during five Upper Class transatlantic flights. Tia & Tonic will also be available in Premium Economy, engaging with over 400 consumers directly.
To further increase the brand’s onboard visibility, its TVC will be aired ahead of every entertainment feature, an audience of over 600,000 passengers.
In-flight guest bartenders, including Bea Bradsell, the daughter of Dick Bradsell – the Soho cocktail expert who created the Espresso Martini – and Maya Jaworska, cocktail mixologist and General Manager at Super Lyan and Cub, will be on hand to show off their expertise to lucky passengers. They will also be guests of Tia Maria at the first Bar Convent Brooklyn trade show in New York this June.
Coffee lovers will be able to enjoy Tia Maria Coffee Cocktails at all nine Virgin Atlantic Clubhouse Lounges from across the world. The drinks menu has been especially created by a prestigious local bar – the bespoke menu at the Heathrow Clubhouse Lounge has been created by high-end London bar Dandelyan, while the menu at the Gatwick Clubhouse Lounge is the work of the exclusive London bar Super Lyan.
To mark the launch of its partnership with Virgin Atlantic, the coffee liqueur has also announced a Tia Maria Takeover in Heathrow and JFK Clubhouse Lounges from Friday 1st June serving its Coffee Cocktails to over 13,000 consumers.
Gemma Monaghan, On Trade Marketing Manager, Tia Maria, said: “As the trend for coffee cocktails continues to grow, our partnership with Virgin Atlantic is well-timed to tap into this and reach a new audience of coffee lovers. With more than 2,000 daily Virgin Atlantic Clubhouse Lounge customers, there is a huge opportunity to drive trial and awareness of our Tia Maria Coffee Cocktails. Where better to enjoy a caffeinated cocktail, than at 35,000 feet. We are excited for our guest bartenders Bea Bradsell and Maja Jaworska to showcase our Tia Maria Coffee Cocktails to an engaged audience, enabling us to demonstrate the lucrative coffee cocktail opportunity and further drive our mission for more people to embrace the Coffee Cocktail Revolution.”
Source: Tia Maria