Passoã unveils new design for anniversary
Lucas Bols-owned Passoã has revealed a new packaging design to celebrate the passion fruit liqueur’s 40th anniversary.
The new design reimagines the brand’s matte black bottle and features a transparent window at the bottom that showcases Passoã’s vibrant orange liquid.
It will be rolled out across the US this month, accompanied by the brand’s 40th anniversary ‘Taste the Sunset’ digital-first summer campaign.
To support both retail and on-trade execution, the new packaging will launch in a 750ml format, along with a new one-litre size specifically developed for bars and restaurants.
The launch corresponds with the growing demand for tropical flavours in cocktails, such as the Pornstar Martini.
“This new bottle reflects where cocktail culture is heading today,” said Ignacio Llaneza, vice-president of marketing for the US and Canada at Lucas Bols. “Consumers are looking for cocktails that feel vibrant, social, and memorable, whether at brunch, rooftop occasions, aperitivo moments, or entertaining at home.
“Passoã delivers bold tropical flavour, unmistakable colour, and incredible versatility across today’s most relevant cocktail serves.”
Launched in 1986, Passoã is made with real passion fruit. It contains no artificial flavours and has an ABV of 20%.
According to NielsenIQ data, the passion fruit liqueur segment has grown by 8% compared to the previous year.
The brand’s new ‘Taste the Sunset’ campaign features geo-targeted social media advertising that will run throughout the summer. This strategy aims to drive consumers to participating retailers and convert online engagement into in-store purchases.
Once inside the store, customers will find the Lucas Bols portfolio’s ‘Stock Your Home Bar’ mix-and-match rebate programme, which is designed to boost conversion rates, increase basket sizes, and promote at-home cocktail occasions.
As part of the campaign, Passoã will collaborate with cocktail and entertaining expert Paul Zahn through regional TV appearances in Los Angeles, Chicago, Dallas, Boston, Orlando, and Miami.
Brett Dunne, managing director for US and Canada at Lucas Bols, added: “From a commercial perspective, the new Passoã bottle strengthens shelf and back-bar visibility while reinforcing the brand’s role in some of today’s highest-demand cocktail occasions.
“Passoã gives operators and retailers an opportunity to premiumise familiar serves while driving incremental sales and consumer engagement.”
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