ICB launches Zamaretto with Benidorm TV deal

ICB has launched Zamaretto, a range of eight flavoured amaretto liqueurs.

Paul Burton, joint MD, said: "Young people love to shake things up and do it differently and are constantly looking for a drink that makes the occasion fun and special. Cocktails have made a come back and now liqueurs are enjoying a vibrant renaissance among young adult early adopters, who no longer see amaretto as simply a digestif or aperitif, but as something new and glamorous to enjoy with friends."

ICB has secured a deal for Zamaretto to sponsor ITV's comedy programme Benidorm. Sponsorship bumpers around the sit-com will feature Tony Christie singing "Show me the way to Zamaretto" to the tune of his 70s hit "Is this the way to Amarillo".

Zamaretto is available in 70cl and 50cl bottles.

The Zamaretto sponsorship will feature around a Benidorm one-off Special at the end of May and a new six-week series starting in October.

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