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Demand rises for affordable alcohol brands

The cost of living crisis is causing a ‘surge in demand’ for lower-priced alternatives to major alcohol brands, according to Intercontinental Brands (ICB).

ICB own Bella Apertini, which is available in UK supermarket Tesco

ICB, the owner of Hawksbill rum, has responded to research that suggest nearly two-in-five Britons are worried about money (, and just under half (44%) of average household income consumers have actively been seeking discounts or deals since May, according to software company Bloomberg.

ICB suggest it will impact spending on alcohol during the festive period.

Tony Ince, sales director at ICB, commented: “With consumers responding so well to value alternatives currently, it’s important for retailers and on-trade outlets to take notice and adjust their ranges to ensure they can cater for those consumers who are looking to cut back on spending this Christmas, whilst still being able to enjoy a festive tipple or two.”

ICB recently launched Apollo Passion Fruit Liqueur and Bella Apertini in the UK. Apollo is described as an ‘affordable’ option for making Passion Fruit Martinis, which are usually made with passion fruit liqueur, namely Passoã.

“Here at ICB, we’re proud to have such a great range of value alternatives on offer and this year we have successfully launched two which will enable consumers to still enjoy some of the UK’s most loved cocktails this season,” Ince said.

“With Passion Fruit Martini cocktails possibly being the UK’s number one favourite cocktail, our Apollo Passion Fruit Liqueur is an excellent way to appeal to this demand.”

Apollo Passion Fruit Liqueur retails for RRP £9 (US$10.96), while Bella Apertini can be purchased for RRP £6.99 (US$8.51)

Ince added: “Also, our aperitivo brand, Bella Apertini, offers a great, budget-friendly alternative to the popular key Spritz ingredient, which is one of the best-selling cocktails globally.”

Last month, Hawksbill rum teamed up with German distributor Liquorland Cooperation to take new steps in the on- and off-trade.

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