The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry
Global Brands is aiming to reinvigorate the UK’s underperforming sambuca category with the launch of a new Italian liqueur range, Nottari Sambuca, tailored for the on-trade.
Set to debut at Northern Restaurant and Bar 2026, the new range introduces two variants: Nottari Bianca, a clear and aromatic expression, and Nottari Nero, a darker style with a more intense liquorice profile.
Both products are bottled at 38% ABV and positioned to appeal to a broad adult demographic, particularly younger consumers seeking more engaging shot experiences.
The launch comes at a time when the UK sambuca segment is facing declining interest, with operators reporting a lack of innovation and consumer engagement. Global Brands is positioning Nottari as a tool for pubs, bars and clubs to refresh their spirits offering and drive incremental sales.
Craig Chapman, head of brand at Global Brands, said the category has become stagnant, with limited differentiation between existing products.
He noted that Nottari has been developed to inject “attitude and energy” into the segment, supported by point-of-sale materials designed to boost visibility and conversion at the bar.
From a food and beverage industry perspective, the move reflects a broader trend of suppliers seeking to revitalise legacy categories through branding, flavour variation and experiential drinking occasions. Sambuca, traditionally associated with after-dinner serves and shot rituals, has struggled to compete with newer, more dynamic categories such as tequila and flavoured liqueurs.
With both on-trade visibility and experiential consumption central to the strategy, Nottari is intended to encourage new rituals and social drinking moments, helping venues differentiate their offer in a competitive late-night market.
Nottari Bianca and Nottari Nero are now available to the UK on-trade via GoodTimeIn at a recommended retail price of £20.50, with Global Brands supporting rollout through targeted marketing and in-venue activation.
