Sazerac gives Tuaca new recipe and design

18th May, 2017 by Amy Hopkins

Sazerac has relaunched Tuaca after purchasing the Italian spirit from Brown-Forman last year, unveiling a new recipe and bottle design.

Tuaca’s branding has returned to its “original Italian heritage”

In March 2016, US drinks firm Sazerac completed its acquisition of Tuaca from Jack Daniel’s maker Brown-Forman as part of a US$544 million deal that also involved the purchase of Southern Comfort.

Speaking to The Spirits Business last year, Mark Brown, CEO of Sazerac, said his company first tried to acquire Tuaca in 1998. Since its successful bid in 2016, the company has been “developing the brand to return to its original Italian heritage”.

“Tuaca is having its own modern day renaissance,” said Rebecca Henry, senior marketing director for Tuaca. “There is a rich story behind this great tasting spirit and we want to bring back the Italian heritage and authenticity that has been lost for so many years.”

Tuaca Originale Liquore Italiano will once again be made with imported Italian brandy and infused with Mediterranean citrus and vanilla spice to offer flavours of “caramel, citrus, dried fig and honey”.

Previous owner Brown-Forman used California brandy to create Tuaca.

Sazerac is promoting the ice cold shot serve for Tuaca, and also as an ingredient in hot and cold mixed drinks.

Tuaca-liqueur-Sazerac

The former bottle design of Tuaca

Tuaca’s packaging and branding have also been “completely renovated”. A “sleek” bottle features a label that communicates Tuaca’s “original heritage” with a winged lion – said to be an Italian symbol of strength.

The brand’s origins can be traced back to the Renaissance period when its recipe is thought to have been created for Italian ruler Lorenzo the Magnificent. Tuaca was recreated and renamed by Gaetano Tuoni and Giorgio Canepa in the 1930s, and entered the American market in the late 1950s.

Bottled at 70 proof (35% abv), Tuaca is available in US at an RRP of US$17.99 for a 750ml bottle. Globally, the brand is available in the UK and Australia.

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