Passoã launches 40th anniversary campaign
Lucas Bols has unveiled a global campaign for Passoã called ‘Taste the Sunset’ to celebrate the passion fruit liqueur’s 40th anniversary.
The campaign aims to inspire bartenders, energise cocktail menus, and promote early-evening occasions, highlighting Passoã’s role in modern cocktail culture.
Launched in 1986, Passoã is celebrating its four decades of legacy this year, embracing its vibrant colour and tropical flavours.
Laura De Groot-Trivulzio, chief marketing officer and global director of brands and business development at The Lucas Bols Company, explained: “Launched 40 years ago, Passoã didn’t follow a trend – it defined one, and it remains the world’s No.1 passion fruit liqueur with heritage and credibility that other brands simply cannot replicate.”
Taste the Sunset is centred around Passoã’s identity as the ‘gateway to your sunset escape’.
The campaign highlights the transition from daily routines to evening social occasions, emphasising sunset gatherings, which aligns with a wider trend in consumer behaviour: early evening outings that have been steadily increasing each year.
According to data from NIQ’s The Mixed Drinks Report H2 2024, 63% of consumers visit on-trade venues in the early evening from 5pm to 8pm, while only 49% visit in the late evening from 8pm to 10pm.
The shift is said to highlight the growing importance of the early evening as a key time for operators to engage customers.
Consumers are also increasingly seeking lighter, lower-alcohol cocktails.
De Groot-Trivulzio added: “With an ABV below 20%, Passoã naturally fits lighter, early-evening drinking moments, delivering flavour, colour and refreshment without the heaviness of higher-proof spirits.”
Sunset on notification
To support the on-trade, Passoã will launch a variety of activations throughout 2026, including the introduction of a new Sunset Tracker on the Passoã website. The tool will notify consumers two hours before sunset in their city and direct them to recommended Passoã bars and sunset viewing spots.
Additionally, the campaign will be highlighted through partnerships with more than 40 flagship bars worldwide, each serving as a local hub for increased Passoã visibility and activation.
The brand’s 40th anniversary initiatives will be backed by trade-focused communications that showcase Passoã’s versatility in creating refreshing spritzes, frozen cocktails, variations on classic drinks, and profitable, flexible one-plus-one serves.
Designed to cater to local preferences, the easy-to-make drinks can be mixed with fresh orange juice, lemonade, tonic, or any soft drink of choice.
As the original liqueur behind one of the world’s best-selling cocktails, the Pornstar Martini, Passoã is said to be well-positioned to capitalise on the trend of tropical escapism.
“With its instantly recognisable bottle and the liquid’s unique, vibrant colour in the glass, Passoã creates cocktails that stand out on menus, on bar tops and on social media, helping to drive trial, visibility and repeat orders,” De Groot-Trivulzio explained.
“Copycat brands exist because Passoã exists. As the original passion fruit liqueur, it established the flavour profile, colour and usage cues that others now imitate. For bartenders and consumers alike, Passoã remains the reference point against which alternatives are judged.”
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