Coffee liqueur brand Tia Maria is partnering again with singer Sophie Ellis-Bextor for its new festive campaign. Running from October 2026 to January 2027, the latest ‘Shake Up The Taste’ campaign will place the Espresso Martini at the centre of Tia Maria’s festive activity.
Paid media is expected to deliver more than 113 million impressions across VOD, connected TV, streaming, YouTube, online video and digital out-of-home. The campaign, which focuses on the signature Tia Maria Espresso Martini serve, will also be supported by social, trade media and retailer activations.
Campaign Performance and Partnership
Building on the first year of the partnership, the 2025 campaign saw VOD deliver 50% campaign recognition, while social content proved particularly effective at driving brand discovery.
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!”
Brand Growth and Audience Appeal
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.”
