‘Affordable’ passion fruit liqueur launches in UK

UK-based Intercontinental Brands has tapped into the trend for Passion Fruit Martinis with the release of its Apollo liqueur.

Passion fruit liqueur Apollo is described as a ‘value alternative’ to other brands on the market, with an RRP of £9 (US$10.40).

The 17% ABV expression is made with ‘real’ passion fruit juice and ‘natural’ flavours.

Passion fruit liqueur, namely Passoã, is a key ingredient in Passion Fruit Martinis (otherwise known as Pornstar Martinis). The serve also typically includes vanilla-flavoured vodka and a shot of Prosecco on the side.

Clare Gibson, marketing director at Intercontinental Brands, said: “The Passion Fruit Martini remains the UK’s number one favourite cocktail, making passion fruit liqueur in high demand.

“We hope Apollo can rival the market and provide a more affordable option that appeals to both the on-trade and consumers looking to shake up Passion Fruit Martinis at home.”

The company said the trend for making cocktails at home is expected to continue as consumers realise the high costs of going out, meaning drinkers are choosing to expand their home bars.

Apollo is available in 700ml bottles from Iceland stores across the UK, as well as on-trade wholesalers including Primo Drinks, HT Drinks, Molson Coors, Inverarity Morton, and Champers.

Intercontinental Brands’ portfolio includes Palm Beach Rum Liqueurs, Hawksbill spiced rum and Carthy & Black cream liqueurs, among others.

The company’s main focus is on producing lower-ABV, value alternatives to major international brands. The firm’s products are made at its manufacturing site in Middlesbrough.

Last year, Caribbean spiced rum brand Hawksbill added Mango and Pineapple expressions to its portfolio.

In June, Lucas Bols-owned Passoã launched a new bottle design for the summer months.

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