Passoã prepares for focus on Brazil

passoaA new-look bottle has been launched for passion fruit liqueur Passoã alongside changes to the recipe.

While retaining the familiar black bottle, it now features the Brazilian flag as part of a stronger, simpler design reflecting the brand’s South American origins.

The flavour is not changing but it is now made with 100 per cent Brazilian passion fruit.

The investment in the brand prepares it for activity leading up to the World Cup in 2014 and Olympic Games in 2016, both in Brazil.

In the UK, it will focus on-trade activity on Brazilian nightlife experiences, targeting people aged 18 to 24.

Passoã is growing ahead of the speciality category in the on-trade, up by 17.7 per cent by volume according to CGA Strategy data.

Assistant brand manager Ali Cloudsdale said: “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 by UK distributor First Drinks along with Mount Gay Rum and Green Mark Vodka showcasing the passion fruit liqueur’s versatility for cocktails and simple serves.

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