Coffee liqueur brand Tia Maria has launched a new partnership with singer Sophie Ellis-Bextor for an all-year brand campaign named ‘Shake Up The Taste’.
The campaign aims to drive awareness around Tia Maria being the perfect coffee liqueur for the classic Espresso Martini recipe. It also ties in a recipe with a twist, made by mixing different ingredients and syrups, pushing the boundaries of the consumer's taste.
Tia Maria was used in the original recipe of the first Espresso Martini back in the 1980s. The creator of the Espresso Martini, bartender Dick Bradsell, chose Tia Maria for its balance and taste - providing the final touch to the perfect recipe.
And it’s not just Bradsell - consumers agree that Tia Maria makes for an unbeatable Espresso Martini with 63 per cent [IWSR Global Database 2023] favouring Tia Maria as the superior coffee liqueur for the cocktail and 67 per cent of bartenders choosing Tia Maria as their go-to.
Tia Maria’s taste is unique thanks to its complexity and harmonious balance of bitter coffee notes made with 100% Arabica beans and with the sweetness of Madagascar vanilla. As Sophie sings in her latest single, Taste.
The new video content is set on a beautiful rooftop, with Sophie Ellis-Bextor in her summer element, grabbing a perfectly made Tia Maria Espresso Martini to enjoy with friends. Social content includes Sophie answering a few playful and cheeky questions over a gorgeous Tia Banana-Tini. Sophie and friends then ‘Shake Up The taste’ in a fun cocktail shaking competition, where a winner is crowned and the group sip Tia Banana-Tinis together on the sunny terrace.
Speaking about the partnership, Sophie Ellis-Bextor said: “If you watched my home Kitchen Discos then you’ll know I love a great cocktail, so I’m thrilled to work with Tia Maria, who are such a timeless brand that know how to shake things up! I’m partial to a classic Tia Maria Espresso Martini. It’s such an iconic cocktail. There is something magical about raising a glass, enjoying that first sip and relaxing into the night… just gorgeous!”
Peter Dries, regional trade marketing director – Northwest Europe at Disaronno International said: “Sophie represents the perfect ambassador for Tia Maria because she embodies the ideal mix between classic and contemporary dance music. Her music is for people who want to have fun, enjoy the moment but remaining classic and sophisticated - similar to Tia Maria consumers who would like to try the classic Espresso Martini and also some twist.”
The Tia Maria and Sophie Ellis-Bextor collaboration will go live from June 3rd across all Tia Maria digital and social platforms. There will also be instore activations and limited-edition merch announced throughout 2025.
