Diageo Zwacks UK on-trade

Diageo has launched Zwack bitter herbal liqueur into the UK on-trade.

The new drink, which is distilled with over 40 different herbs and spices from around the world, follows a traditional Hungarian liqueur recipe and is best served as a 25ml ice cold shot, according to the company.

Available now through Matthew Clark, and stocked by both Luminar and NUS, Zwack is launching exclusively in the on-trade as it is “a perfect fit for up-tempo outlets that offer consumers who view an on-trade visit as a treat or reward, a truly unique experience,” Diageo said.

Diageo has produced visibility and POS materials for use in outlets that are stocking the new liqueur.

The visibility kits, which are designed to drive trial and awareness, include staff t-shirts, shot glasses and POS materials.

Katherine Johnson, innovation test executive at Diageo, said: “Zwack has a strong heritage in Hungary, with the Zwack family creating its first liqueur product in 1790. Initial trials in the UK show that Zwack has a taste that appeals to consumers looking for new exciting flavours and experiences.

“Aside from the liqueur’s unique flavour, the distinctive round bottle will command stand-out on the back bar, and the brand’s authenticity and heritage will appeal to consumers looking for something a bit different during high tempo on-trade events.”