Barista adds a dash of liqueur to coffee

Introducing a brand new change in its coffee mix, Barista Lavazza has launched a range of liqueur coffees at its Defence Colony Market outlet in Delhi. The company has roped in Alok Nanda & Company (ANC) for the promotion of the liqueur coffee range.

Speaking about the innovation, Sanjay Coutinho, COO, Barista Coffee Company said that the liqueur range has initially been launched in just one outlet to test the market and the demand for such coffee. Following this, the new range of coffees will be rolled out in the other metros in a phased manner, and it will be at least three months before it reaches Barista outlets in Mumbai.

The launch of liqueur coffees is an extension of the authentic Italian coffee drinking experience. Ahead of the launch, the company did a lot of research and saw a good demand for liqueur coffee in India, especially from young to mature adults upwards of 25 years in age.

Speaking about the promotion plans, Coutinho said that it will be done through in-store collaterals, standees, danglers, and menus. Barista will continue to position itself as a café chain that provides an authentic Italian coffee drinking experience in a warm, friendly, no pressure environment.

Meanwhile, Barista Crème Lavazza has also introduced a select listing of wine and beer, in addition to a bar bites menu with vegetarian and non-vegetarian kebabs, rolls and nuggets to complement the range.