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Tuaca Liquore Italiano given new look bottle

Sazerac's Tuaca Liquore Italiano has been given a new bottle design aiming to broaden the brand's global appeal.

The new bottle design has a more classic shape, while the label proclaims Tuaca’s status as ‘Originale Italiano’. Overall, the rebranding uses strong Italian cues and bold graphics to showcase Tuaca’s identity and reflect its roots.

Tuaca built a cult following in Brighton in the 1990s and still has a following in the area as the shot of choice in many bars and clubs. US spirits company Sazerac acquired Tuaca in 2016, and Hi-Spirits is now distributing it in the UK.

Dan Bolton, managing director of Hi-Spirits, says: “Hi-Spirits is excited to maximise the potential for this unique brand, and we plan to drive brand awareness and great taste experiences, creating advocacy with consumers throughout the country.

“Tuaca already has very loyal drinkers among both bar professionals and consumers looking for authenticity.  With the new packaging, we can better communicate the brand message and personality. Part of our plan is to return Tuaca to its glory days in Brighton and beyond. With its Italian heritage and wonderful taste experience, Tuaca has the strength to further broaden and expand its popularity.”

The new-look Tuaca will be supplied from the start of July 2017. POS is available to reflect the updated branding and drive visibility of Tuaca in outlet. For details, email Tuaca has an RSP of £23.  

3 July 2017 - Sam Coyne The Drinks Report, news editor