Luxardo Sambuca gets minty fresh

The “brightest, buzziest and blue-est” Luxardo Sambuca will be released in May with a new mint flavour.

Luxardo Sambuca with Mint will be launched in the UK

The new Luxardo Sambuca with Mint will be landing in the UK before anywhere else as promoter Cellar Trends claims it has always been a pioneer market for the market-leading sambuca range.

A nationwide promotional campaign for the drink will be launched in the summer via Cellar Trends’ Luxardo Brand Experience team by targeting sociable groups in high energy bars and pubs.

Of all the Luxardo flavour releases, Luxardo Mint is described as the most intense with its tingling freshness. At 38% abv it offers the vibrant flavour of a traditional sambuca but with an added burst of mint.

Craig Chapman, brand manager for Luxardo at Cellar Trends, said: “The fresh flavour of the new Luxardo with Mint really delivers an intense flavour hit, which makes it perfect for enjoying as a shot.”

As well as a neat, chilled shot, the company added that a new serving method for sambuca will be as a long mixed drink, for example mixed with tonic water over ice.

This new flavour follows the successful release of Luxardo Pear and Cola in 2012. It will launch initially in the on-trade in a 70cl bottle, followed by the off-trade.

Sambuca flavours have helped the Luxardo brand to thrive. Whilst Luxardo Dei Cesari Sambuca remains the top selling clear sambuca in both the UK on- and off-trade, the flavours range now accounts for 25% of total Luxardo Sambuca sales.

Since Cellar Trends introduced the first consumer promotional campaign for Luxardo Sambuca in the UK in 1999, the Sambuca sector has grown to reach 294,876 (8.4l) cases from a small base.