The drinks company is promoting the drink through pubs and bars via serves such as the Thorntons Raspberry Truffle (a mix of Thorntons and vodka with coconut and raspberry liqueurs) and the Thorntons Mocha (coffee with a shot of the liqueur).
In the run-up to 14 February it will also be running a campaign in women’s magazines to try and drive demand for the brand, which will be the first in a series of planned activities throughout 2013.
Support will include sampling at food and drink festivals, social-media activity and bespoke PoS and events in the on-trade, marketing director Simon Green told the Publican’s Morning Advertiser.