Pernod Ricard is launching a new look for Tia Maria in a bid to reposition it as a “modern, mixable spirit”. It says the contemporary design, which is being rolled out this month, better appeals to the brand’s style-conscious, predominantly female target audience.
The bottle shape will remain the same, although the logo, font and cap have been redesigned to include swirling red and gold lines. It will be supported by online and in-store activity.
Pernod Ricard UK head of marketing Patrick Venning says the packaging change is the first in a series of activities to highlight its position as a sociable and modern drink for a female consumer.