Lucas Bols Co has unveiled a new-look bottle for passion fruit-flavoured liqueur brand Passoã.
The update, which rolls out to all markets starting with the US next month, hopes to “strengthen shelf and back-bar visibility while reinforcing the brand’s bold tropical identity”, the brand’s owner said today (29 May). Most prominent in the refresh is the addition of a transparent window in the black bottle that allows consumers to see the liqueur’s orange hue.
The change, which takes place in the brand’s 40th-anniversary year, will be joined by the addition in the US of a 1-litre bottle pack, which has been designed specifically for the country’s on-premise channel, to sit alongside the 75cl.
“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,” said Lucas Bols’ US & Canada MD, Brett Dunne. “Passoã gives operators and retailers an opportunity to premiumise familiar serves while driving incremental sales and consumer engagement.”
The region’s marketing VP, Ignacio Llaneza, added: “This new bottle reflects where cocktail culture is heading today. Consumers are looking for cocktails that feel vibrant, social and memorable, whether at brunch, rooftop occasions, aperitivo moments or entertaining at home.”
Netherlands-headquartered Lucas Bols took full ownership of Passoã from joint-venture partner Rémy Cointreau in 2020. Earlier this year, the group commenced a marketing activation for the mark, again hooked to its 40th anniversary this year.
