Passoã owner Lucas Bols Co has released details of a worldwide campaign for the fruit liqueur that promotes the early-evening consumption occasion.
The Netherlands-based group, which took full ownership of Passoã from joint-venture partner Rémy Cointreau in 2020, will roll out ‘Taste the Sunset’ between now and the (Northern Hemisphere) summer. Central to the push is research cited by Lucas Bols that found 63% of consumers now visit the on-premise in the early evening (5–8pm), compared to 49% in the late evening (8–10pm), “making this an increasingly important moment for operators to capture”.
Among the elements of the activation will be an online ‘sunset tracker’ that “notifies consumers two hours before sunset in their city and directs them to recommended Passoã bars and sunset spots”. Around 40 bars have been recruited to partner with the campaign, which runs during Passoã’s 40th anniversary.
“The ‘Taste the Sunset’ campaign positions Passoã as a timely and commercially compelling choice for summer 2026 listings and beyond,” the brand owner said, “offering operators a trusted flavour, a strong visual identity and a global platform designed to drive footfall, social occasions and early-evening consumption as drinking culture continues its shift toward lighter, brighter, daytime-led experiences.”
Almost a year ago, Lucas Bols switched CEOs as Huub van Doorme made way after 20 years for CFO Frank Cocx.
