Passoã is entering the fast-growing spritz category with the launch of a new signature serve, as the passionfruit liqueur brand looks to help retailers and operators capitalise on demand for lighter summer drinks.
The launch forms part of the brand's new strategy and introduces the Passoã Spritz, a serve combining 50ml of Passoã with prosecco, soda and a lime garnish. The cocktail was officially unveiled at Taste of London, where the brand targeted the event's predominantly 21-35-year-old audience.
The move comes as spritzes continue to gain popularity in the UK. According to Greene King, spritz sales rose 12 per cent year on year last summer to account for 45 per cent of all cocktail volumes, while Hugo Spritz sales increased by more than 300 per cent as consumers sought alternatives to classic serves.
Passoã said the new serve also taps into growing demand for tropical flavours. Passionfruit is now the UK's third most popular cocktail flavour, while 64 per cent of Gen Z consumers say they enjoy passionfruit, with demand forecast to increase by more than 15 per cent over the next four years.
The company, which says it accounts for one in every two passionfruit liqueurs sold globally, believes the combination of the spritz trend and passionfruit's growing appeal presents a significant opportunity for both the on- and off-trade.
The launch will be backed by a summer marketing campaign including influencer partnerships, targeted social media activity and geo-targeted digital advertising to drive consumer awareness and trial.
Passoã is also investing in on-trade visibility, encouraging venues to add the cocktail to their summer drinks menus.
Abby Tasker, trade marketing and brand manager for Passoã, said: “Spritzes have become one of the defining drinks trends of summer, and the Passoã Spritz offers a fresh, fruity alternative for consumers looking for a lighter, refreshing serve.
“As the world's best-selling passionfruit liqueur, Passoã is uniquely placed to bring authority to this growing trend. By combining the popularity of spritz serves with one of the UK's favourite cocktail flavours, we believe Passoã Spritz offers a compelling opportunity for both retailers and operators throughout the key summer trading period. It has all the ingredients to become the drink of the season.”