Rémy Cointreau brings Brazilian vibe to Cannes with Passoã offer

Rémy Cointreau will introduce the latest additions to its Passoã liquor range at this month’s TFWA World Exhibition in Cannes (Stand number: Marine Village Foyer 1A).

The one-litre Passoã Zombie Fire (abv 12.5%) offers a mixture of Brazilian-inspired passion fruit Passoã, rum and pineapple juice. The bottle design is inspired by Brazilian art and Zombie pop culture which will be echoed in merchandising units, display arches and tasting units when the product is rolled out across global travel retail from January 2016.

The first Zombie Cocktail was created in 1934 in Hollywood, by Ernest Beaumont, founder of the Tiki restaurants, bars and nightclubs in the Americas. Passoã is said to be the first liquor brand to offer this cocktail as a ready-to-serve product. Zombie is the fourth flavour in a range which includes Passoã Tropical (Passoã with cranberry and orange), Passoã Tudo Bom (cachaça and orange), and Passoã Red Caipirinha with lime.

The limited edition Passoã Carnaval and ready-to-serve Passoã Zombie Fire will bring a touch of Brazil to the TFWA World Exhibition

Passoã International Marketing Director Jean-Baptiste Sialelli said: “Long associated with vibrant cocktails and energetic nightlife, the next logical step for Passoã was ready-to-serve (RTS) cocktails. New Passoã Zombie Fire is a dazzling permanent addition to our RTS collection with its exotic flavour, bright colour and stunning presentation. We are confident that it will be received enthusiastically by the trade and the consumer.”

Passoã Carnaval Limited Edition, the result of a partnership with Brazilian street artist Ricardo Akn, is scheduled to be on-shelf from February 2016.

The street artist, whose work is inspired by mythology and surrealism, became famous in 1997 for painting the walls and façades of São Paulo in psychedelic colours and geometric shapes, creating the impression of three-dimensions through a multi-layer technique.

The Passoã Carnaval sleeve is said to evoke the “˜alegria’ (happiness) of the Brazilian street carnival of Olinda. It features dots and geometric shapes said to represent confetti.

Baptiste Sialelli added: “We are delighted to be working with Ricardo Akn over the next two years. Once considered vandalism, Brazilian graffiti of the calibre produced by Ricardo Akn is now deemed to be part of a global art movement. The vibrancy of the bottle design matched by the wonderful flavour of Passoã makes Passoã Carnaval a celebration of youth, of vitality and of creativity.”

Rémy Cointreau Global Travel Retail Marketing Manager EMEA Herve Buzon added: “Passoã Zombie Fire and the Passoã Carnaval Limited Edition by Ricardo Akn will allow us to sustain the momentum which Passoã has achieved so far in global travel retail, particularly in Europe and the Nordics. In airports, Passoã offers a huge opportunity to drive more footfall and conversion in the stores among a younger audience which usually demonstrates low penetration rates in travel retail.”

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