Long pigeonholed as either a shot or a digestif, sambuca has struggled to remain relevant amid emerging preferences for lower-ABV, lighter and ‘healthier’ servesBrand owners believe the category needs to embrace new serves like long drinks and cocktails, as well as innovative consumption occasions in the on-premiseWhile some attempts are being made to make sambuca more exciting, smaller brand owners feel there needs to be a category-wide push to revive its prospectsThe words used to describe the market for sambuca are fairly uninspiring - ‘mature’, ‘traditional’, even ‘dormant�
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