Nottari to shake up ‘boring’ sambuca sector
Global Brands is seeking to “disrupt” the declining UK sambuca market with the launch of Nottari.
Nottari launches in the UK with two expressions: ‘aromatic’ Bianca and the liquorice-infused Nero.
The brand made its debut at the Northern Restaurant & Bar show this week in Manchester.
Global Brands noted that while the sambuca market is currently facing challenges in the UK on-trade, the launch of Nottari aims to ‘reinvigorate’ menus and attract younger drinkers.
Craig Chapman, head of brand at Global Brands, said: “Go into any pub, bar or club in the UK and you’ll find sambuca, but quite frankly the category is boring.
“For too long, it’s been stagnant, with traditional brands that have done very little to engage with consumers – so it’s no wonder that the category is in decline and consumers have turned to other brands and categories when they’re looking for shots.
“However, we feel that Nottari can bring some new attitude and energy, disrupt at the point of purchase to convert people to re-engage with sambuca and bring the category out of the shadows.
“We’re not reinventing the wheel, but we are giving it a shot of adrenaline. We’ll be supporting venues with POS [point-of-sale] to make Nottari stand out and drive consumers to purchase.”
Nottari Bianca and Nottari Nero (38% ABV) are priced at an RRP of £20.50 (US$27) each and available to buy online via Good Time In.
UK-based Global Brands is also behind tonic producer Franklin & Sons, Hooch and Corky’s, as well as several ready-to-drink brands, including VK.
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