New cream liqueur Tia Lusso is off to a flying start, according to brand owner Allied Domecq. The brand was unveiled at the end of April and is already on Tesco and Safeway shelves. Marketing director Cathryn Sleight said it was now rolling out elsewhere and had almost 100% listing status in the multiple grocers, specialists and symbol groups. In the cash and carries the spirits company has 60% distribution with more expected in the next four weeks. The company is spending £11m launching the brand, of which £1m will be invested in off-trade customer specific launch material designed to drive trial and purchase. {{DRINKS }}

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