ICB launches amaretto range
Published:  05 May, 2009

St Helier cider firm ICB has launched a range of eight flavoured amaretto liqueurs.

The Zamaretto range is aimed at “highly-sociable young adults who love to party”, and comprisies blue raspberry, banana, cherry, apple, pear, peach, chocolate and original varieties.

The drinks are bottled at 22% abv and come in 50cl or 70cl bottles. They can be drunk neat, with ice or in a long drink with a mixer.

ICB will market the brand through sponsorship of the ITV comedy programme Benidorm.

A one-off special screens at the end of May to be followed later in the year by a new series later in the year.

ICB has used TV sponsorship extensively to back St Helier.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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