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Make it a Sambuca Summer: Hi-Spirits backs Antica range with new POS support

Hi-Spirits is urging pubs and bars to serve up a sambuca summer, with new POS for the Antica Sambuca range designed to reinforce the authentic credentials of the award-winning Italian spirit.

With CGA figures showing sambuca being enjoyed in a broader range of on-trade outlets than ever, from big nights out to food-led pubs and casual dining outlets, Hi-Spirits is encouraging operators to capitalise on the popularity of both Antica Classic and the nine-strong range of Antica Flavours.

New visuals for the Antica range set the brand against a backdrop of the Dolomite mountains, the home region of the Antiche Distillerie, where Antica has been made since 1868.

The new Antica POS for summer 2017 includes bar runners, drip mats, shot glasses and strut cards, with kits available through wholesalers when pubs and bars order Antica Sambuca.

Dan Bolton, managing director of Hi-Spirits, says: "We shook up the shots market with the launch of Antica Sambuca flavours in 2004, and in the process Antica has driven sambuca from being a niche spirit to a back bar essential in the on-trade. The spirits and shots market is more competitive than ever, so ensuring that Antica stays front-of-mind with customers enjoying summer nights out with friends is a key part of our approach.

"CGA figures also show that distribution of Antica grew by 4.25% in food led pubs and by 35.3% in restaurants during 2016, reflecting the boom in spirits in the casual dining market. For those customers, we want to reflect the authenticity, heritage and quality of Antica.

"Whether enjoyed as an after-dinner drink or as a chilled, flavoured shot, sambuca is a must-stock in the on-trade, and we're stepping up support for Antica to help operators make the most of the opportunity."

  • Antica Sambuca has won more than 25 international awards and accolades since 2008, including Gold Medals at the International Wine and Spirit Competition and the Liqueur Masters, and Double Gold at the San Francisco World Spirits Competition.

  • At 38% ABV, Antica Sambuca is made to a traditional recipe using premium Star Anise at the Antiche Distillerie in Italy.

  • Alongside Antica Sambuca Classic, there are nine Antica Flavours including black, raspberry, apple, banana, mandarin, tropical, amaretto, cherry and chilli.

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