Tia Maria reunites with Sophie Ellis-Bextor for festive campaign

Tia Maria has announced the return of its partnership with singer Sophie Ellis-Bextor for a festive marketing campaign titled ‘Shake Up The Taste’. Running from October 2026 through January 2027, the campaign focuses on the Espresso Martini cocktail to capitalize on its popularity in the UK, where it consistently ranks among the top five bestselling cocktails.

The multi-channel campaign is expected to deliver over 113 million impressions through video-on-demand, connected TV, streaming, YouTube, online video, and digital out-of-home advertising. It will be further supported by social media, trade media, and retailer activations.

According to Disaronno International UK, the investment comes as Tia Maria continues to outperform the wider non-cream liqueur category. Year-to-date off-trade volumes have increased by 3.2%, compared to 2.8% for the category, while on-trade value rose by 8.3% over the last 12 weeks, outpacing the category growth of 3.8%.