New look for Tuaca celebrates its Italian heritage


Tuaca redesign

Italian liqueur Tuaca has been given a new look that celebrates its authenticity and its heritage after it was acquired by the Sazerac Company.

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 unique identity and reflect its rich, genuine roots.

Legend has it that the liquid was created for Lorenzo the Magnificent, the Medici ruler in Italy’s Florentine Republic in the 15th century during the Renaissance. In the 1930s, brothers-in-law Gaetano Tuoni and Giorgio Canepa recreated it and named it Tuaca, a combination of their names.

Tuaca built up a cult following in the 1990s in Brighton, where it still has a huge following as the shot of choice in many bars and clubs. The Sazerac Company, based in the US, acquired Tuaca in 2016, leading to its UK distribution moving to Hi-Spirits.

Dan Bolton, managing director of Hi-Spirits, said: “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 this year. Point-of-sale materials reflecting the updated branding are available to help drive visibility of Tuaca in outlet. A signature serve is the Tuacan Mule.

Tuscan Mule
50ml Tuaca
Ginger beer
2 Lime wedges
Pour Tuaca into a lowball glass over ice. Fill with ginger ale. Squeeze lime wedges into drink and mix.

Tuaca on bar

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