Suntory and UK distributor Cellar Trends have launched a fresh initiative to promote the Midori melon liqueur brand in the UK.

A Midori brand team is to visit high-end cocktail bars across 17 UK cities in order to promote the liqueur, and in particular the Midori Sour cocktail - a mixture of Midori with lemon and lime juice. Midori-branded fans and chopsticks will be handed out to bar-goers in order to emphasise the drink's Japanese heritage, Suntory's UK distributor for Midori, Cellar Trends, said this week.

"Our new cocktail led strategy is designed to revitalise the brand and to re-engage consumers and bartenders alike," said Midori brand manager Nick Barker.

Suntory declined to comment when asked to specify Midori sales volumes.