The more premium look includes a frosted finish, a new matt-finish cap, a new neck label reading “Melon Liqueur” and an update to the “M” logo to make it a simpler design that stands bold against a black background.
Aiming to reinforce the brand’s “modern and vibrant personality”, it will give the bottle more stand-out on the back bar and make it more eye catching to the consumer.
The new look, which follows extensive consumer research, will be available for bars from April and for the off-trade by August.
Midori’s sugar content has been reduced to increase its appeal with today’s more health-conscious consumer. The producers say the subtle change enhances Midori’s natural melon flavour without impacting on its taste or versatility in cocktails.
Midori European brand manager Catherine Meardon said: “The bottle redesign is a natural part of the brand’s evolution. As the consumer’s tastes change over time, so does a brand’s look and we’re excited to reveal a new design that reflects Midori’s current positioning and personality.
With a 10 per cent increase in sales over the past year, Europe is one of the first markets to launch the new bottle. This is just the start of an exciting chapter for Midori, so watch this space.”
Midori UK brand manager Nick Barker added: “Midori has been recognised by bartenders as a premium and quality liqueur for years and we’ve seen 22 per cent off-trade growth in the UK last year as consumers also choose it as a sophisticated drink to enjoy at home or on a night out. We’re looking forward to hearing the reaction of the on- and off-trade on this fresh new look and feel.”
Launched in 1978 at New York’s legendary Studio 54, Midori was originally developed for bartenders who wanted to add colour and flavour to their cocktails.
Midori, which literally means “green” in Japanese, is made from premium melons combined with neutral grape spirit. The brand is owned by Japanese drinks group Suntory and distributed in the UK by Cellar Trends.