Overview: Strawberry cream liqueur Tequila Rose has launched a promotional campaign in partnership with TV personality Chloe Burrows, available at Tesco grocery stores across the UK starting 13 October 2026. Customers purchasing a 500ml bottle will receive a free shot cup and two accompanying bag charms while stocks last. The activation centers on friendship and fun occasions such as festivals or celebrations before a night out.
The Full Story
Tequila Rose, distributed by Sazerac UK, is leveraging the trend of personalized accessories to connect with consumers in moments that matter most. James Johnstone, Sazerac European marketing manager, noted that sharing an ice-cold shot with friends is often the moment a great night begins. Consequently, the on-the-go shot cup charm was created to celebrate that ritual in a way that feels relevant and culturally connected.
Former Love Island contestant and radio host Chloe Burrows supports the promotion, emphasizing the importance of getting ready together before social gatherings. “The best part of any night out is getting ready together, music on, being a bit silly,” said Burrows regarding the campaign’s focus on friendship and ‘pink energy’. She added that customizing a handbag with a charm allows people to carry the things they love with them every day.
The marketing focus extends to specific occasions like getting ready for a night out, festival, or celebration. Bag charms have become a huge trend because they’re personal and collectable, allowing consumers to carry their favorites daily. This limited edition charm brings together that consumer behaviour with the friendship, fun and pink energy that sit at the heart of the Tequila Rose brand.
What This Means
Marketing strategies focused on occasions and rituals are becoming increasingly popular among spirits producers. Euromonitor data published in late 2025 estimates that the global liqueurs category could reach 135.6 million nine‐litre cases sold this year, up by 2.2% from 132.7m in 2025, while value is expected to grow by 7.5% from US$57 billion to US$61.3bn. Key players like Pernod Ricard are suggesting that identifying emerging occasions may drive future growth within the sector.
Consumer Takeaway
Shoppers at Tesco grocery stores in the UK can secure a free shot cup and two bag charms by purchasing a 500ml bottle of Tequila Rose while stocks last. This release offers a tangible connection to the brand’s identity through personalized accessories that celebrate the ritual of sharing a drink with friends.
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