First Drinks has launched a new campaign for its Passoã passion fruit liqueur linking up with the legendary Sancho Panza street party at the Notting Hill Carnival.
After a successful partnership last year, the brand is supporting it in the off-trade with a promotion and in the on-trade with kits comprising branded three-litre jugs, trays, drip mats, glasses, tent cards and stirrers.
Consumers buying a three-litre jug of Passoã with mixer get a scratch card, giving them the chance to win VIP tickets to the Sancho Panza event. The Notting Hill Carnival takes place in London on August 26 and 27.
New Passoã cocktails have been created to promote the versatility of the brand. As well as being available to buy at the Sancho Panza party, the drinks will be pushed in the on-trade and in the off-trade via the neck collar.
The new cocktails include Passoã Latina, Passoã Mojito and Passoã on the Beach, which bring to life the Latin American heritage of the brand:
Senior brand manager Victoria Olivier said: “The Sancho Panza party at Notting Hill Carnival is the ideal platform for us to introduce new drinkers to Passoã via long drinks and cocktails. It is a versatile liqueur and a popular choice for drinkers entering the category. We believe the festival provides a great opportunity to engage with our target audience whilst celebrating Passoã’s Brazilian roots.”
Passoã Latina
50ml Passoã
25ml Mount Gay Rum
75ml Pineapple juice
15ml Orange juice
Serve in a tall glass. Garnish with a pineapple wedge.
Passoã on the Beach (pictured)
50ml Passoã
25ml Green Mark vodka
75ml Cranberry juice
Serve in a tall glass. Garnish with cranberries and an orange wedge.
Passoã Mojito
50ml Passoã
1 tablespoon Cane sugar
25ml Lime juice
Fresh mint
Soda water
Serve in a tall glass. Top up with soda water. Garnish with lime wedges and fresh mint.
