Tia Lusso, the Pernod Ricard cream liqueur brand, is to be axed following disappointing sales, despite its 2002 launch being backed by a £30m marketing campaign.
The drink, a blend of Jamaican coffee, rum and fresh cream, was positioned as an alternative to the Diageo-owned Baileys brand. Tia Lusso was the first sponsor of Channel 4 series V Graham Norton in 2003.
A spokeswoman for Pernod Ricard said it had decided to 'phase out' the brand. She added: 'We will be defocusing on Tia Lusso and refocusing on Tia Maria.'
Pernod Ricard picked up the brand as part of its £7.4bn purchase of Allied Domecq in July last year.
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