Rémy Cointreau, the French alcohol manufacturer and owner of Passoa liqueur brand, has rolled out its Passoa liqueur brand in a brand new packaging.
The new bottle features the Brazilian flag showcasing the brand's South American origins.
The fresh packaging is part of brand positioning strategy to target younger consumers during the forthcoming World Cup 2014 and Olympic Games 2016 in Brazil.
To keep up with the brand positioning, Passoa will be produced using 100% Brazilian passion fruit. It will be available in both 700ml and 1l bottle formats.
Passoa assistant brand manager Ali Cloudsdale said Passoa is growing ahead of the specialty category in the on-trade, up 17.7% by volume and up 14.4% in the off-trade.
"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," Cloudsdale added.
The company has also partnered with Mount Gay Rum and Green Mark Vodka to develop a new serve strategy that will showcase the usage of passion fruit liqueur in the preparation of cocktails and simple serves.
First Drinks, wholly owned by William Grant & Sons, distributes William Grant & Sons brands as well as the Rémy Cointreau portfolio.
Rémy Cointreau portfolio also includes Rémy Martin, Cointreau and Mount Gay.
