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New look pack to highlight Brazilian origins

The fruit liqueur Passoã has a new look bottle featuring the Brazilian flag as part of a stronger, simpler design that encapsulates the brand’s South American origins. 

The pack refresh remains in the same familiar black bottle, forming part of a new brand positioning strategy that will target a younger audience in the midst of Brazil’s preparation for both the World Cup 2014 and Olympic Games 2016.

The brand strategy will see a focus on Brazilian night life experiences driven through both the on-trade and off-trade activity targeting the 18-24 year old consumer group.

Passoã will be available in 70cl and 1litre formats and, although it will retain the same taste, it will now be made using 100% Brazilian passion fruit. The brand is claimed to be the only pure passion fruit liqueur spirit. 

Ali Cloudsdale, Passoã assistant brand manager says: “Passoã is growing ahead of the specialty category in the on-trade, up 17.7% by volume and up 14.4% in the off-trade.  It is an exciting time, so showcasing the brand’s Brazilian origins when the world is watching the nation, provides the perfect platform for us to target a new, younger generation of drinkers.”

A new serve strategy has been developed in partnership with Mount Gay Rum and Green Mark Vodka showcasing the passion fruit liqueur’s versatility for cocktails and simple serves that can be easily created at home using a variety of readily available fruit juices and mixers.

Passoã is a William Grant & Sons brand and is distributed in the UK by its subsidiary First Drinks.

23 May 2013 - Felicity Murray