The Italian liqueur family is undergoing a significant overhaul, largely aimed at the on-trade.

The most popular of the four variants in the off-trade, Galliano Vanilla, is being relaunched next month in the on-trade, complete with new packaging.

Ristretto, which was launched last year, is undergoing a significant cut in abv, from 42.3% to 30%, in an effort to make it more versatile according to brand owner, Maxxium UK. It will be supported in the on-trade by a training programme, as well as specific POS to encourage a serve with cola. Branded espresso cups are also going into the trade, to leave no doubt about the liqueur’s coffee flavours.

These two variants, as well as L’Autentico and Balsamico, will all be moving from 70cl to 50cl bottles within the next year, although the old 70cl format will still be available for display. ‘This change will be better for our customers as Galliano will fit more easily in speed rails and on the back-bar, making it more convenient for bartenders to work with and create cocktails,’ said global brand ambassador Agostino Perrone.

News item from Imbibe.com, 31-08-2010