Tia Maria, the UK’s number one coffee liqueur in the off-trade[1], is ramping up investment during the key Christmas trading period with the return of its partnership with Sophie Ellis-Bextor.
Running from October 2026 to January 2027, the latest Shake Up The Taste campaign will put the Espresso Martini at the centre of Tia Maria’s festive activity, with paid media expected to deliver more than 113 million impressions across VOD, connected TV, streaming, YouTube, online video and digital out-of-home. The campaign will be supported by social, trade media and retailer activations.
The campaign focuses on the signature serve, the Tia Maria Espresso Martini, which consistently ranks among the top five bestselling cocktails in the UK[2], particularly popular with Gen Z consumers enjoying out-of-home occasions.
The continued investment comes as Tia Maria continues to outperform the wider non-cream liqueur category. Year-to-date off-trade volumes are up 3.2%, versus 2.8% for the category[3], while on-trade value is up 8.3% over the latest 12 weeks, compared with category growth of 3.8%.[4]
Building on from the first year of the partnership, the 2025 campaign saw VOD deliver 50% campaign recognition[5], while social content proved particularly effective at driving brand discovery. The talent campaign successfully reinforced Tia Maria’s distinctive taste credentials and cocktail versatility, while driving meaningful gains across key brand equity measures.
Speaking about the partnership, Sophie Ellis-Bextor said: “For me, the festive season is all about getting everyone together, putting the music on and turning any evening into a proper occasion. A Tia Maria Espresso Martini is always my go-to, so I’m thrilled to be working with the brand again this year. Here’s to raising a glass and dancing our way into the new year!”
Peter Dries, Marketing Director at DISARONNO INTERNATIONAL UK said: “Christmas is a key period for Tia Maria and the Espresso Martini remains a major recruitment opportunity for the brand. As part of our Shake Up The Taste campaign, Sophie Ellis-Bextor has become a natural extension of Tia Maria. Her personality, authenticity and ability to connect with audiences make her the perfect partner. As we continue to grow Tia Maria’s relevance within contemporary cocktail occasions, Sophie’s ability to connect across generations helps us bring the campaign to life in a credible and engaging way.”
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