Maison Lillet gets a rebrand
Pernod Ricard-owned aperitif Maison Lillet has introduced a new ‘chic’ label across its entire range, including ready-to-drink (RTD) cocktails.
Lillet has been produced in the commune of Podensac in the south of Bordeaux since 1872. The French aperitif is now said to be entering a new era with an ‘elegant and refined’ design.
The new Lillet bottle pays homage to the Maison, combining heritage and modern flair.
Josh McCarthy, brand director for Pernod Ricard UK, commented: “Consumers love the new bottle, as proven by our research, where not only did the new pack deliver improved brand visibility based on its modernity but also stood out versus our key competitors.
“Following our recent collaboration with Netflix hit Emily in Paris, we think our new bottle propels Lillet to the heart of Spritz occasions for our stylish audience. To ensure no one misses out, we’ve secured our biggest-ever footprint in both the on- and off-trade to this summer.”
Design agency Nude Brand Creation created the new branding. The new design will feature on Lillet’s full range of aperitifs, including Blanc, Rosé, and Rouge, as well as its RTD line, which includes Lillet Berry, Lillet Tonic, and Lillet Rosé White Peach.
The upgraded look will be rolled out in the UK from April 2025.
Last August, as part of its collaboration with Emily in Paris, the brand hosted a pop-up experience in New York City.
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