Contemporary image for Tia Maria

21 September, 2007

Pernod Ricard has updated the packaging for Tia Maria as the first step in a campaign to reinvigorate the brand.

The new-look bottle has been designed to appeal to the brand's predominantly female target audience and features a revamped label and embossed logo.

The overhaul will be backed by online activity and a programme of in-store sampling.

Head of marketing Patrick Venning said: "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."

Pernod Ricard has repackaged Jameson Irish Whiskey in a move to strengthen the brand's premium credentials. The changes include a new bottle shape and a stronger emphasis on the brand's Irish provenance.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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