Pernod Ricard UK has unveiled new packaging for its Tia Maria brand which it says better reflects its status as a modern, mixable spirit.
The new design retains the Tia Maria bottle shape, but has new red and gold visuals for the logo and cap.
The outer case packaging has also been redesigned in-line with the updated logo.
Patrick Venning, head of marketing at Pernod Ricard UK, said: “Since acquiring Tia Maria we have recognised the huge potential of this brand, which already has 97% consumer awareness. The packaging change is a significant move for such an established and well-recognised brand, and is the first in a series of activities to increase its relevance as a sociable, modern and mixable spirit to a contemporary female audience. This, combined with Pernod Ricard UK’s significant investment over the next 12-months, makes Tia Maria a must-stock spirit.”
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