Passoã marks 40 years with global ‘Taste the Sunset’ on-trade push
The passion fruit liqueur brand is launching a global anniversary campaign in 2026 aimed at driving early-evening cocktail occasions and boosting on-trade visibility.
Passoã will celebrate its 40th anniversary in 2026 with the launch of a new global campaign, Taste the Sunset, designed to inspire bartenders, energise cocktail menus and capture growing early-evening drinking occasions.
First launched in 1986, Passoã has spent four decades behind the bar and has become closely associated with tropical flavour, vibrant colour and accessible cocktail serves. According to Laura De Groot-Trivulzio, CMO, Global Director Brands and Business Development at The Lucas Bols Company, the brand’s longevity remains a key point of difference.
“Launched 40 years ago, Passoã didn’t follow a trend… it defined one, and it remains the world’s No.1 passion fruit liqueur with heritage and credibility that other brands simply cannot replicate,” she said.
Targeting the early evening
At the centre of the campaign is Passoã’s positioning as the “gateway to your sunset escape”, focused on the transition from daytime routine to social, spontaneous moments. The brand is targeting the early-evening window, which continues to gain importance for operators.
According to CGA by NIQ’s The Mixed Drinks Report H2 2024, 63% of consumers now visit the on-trade between 5pm and 8pm, compared with 49% between 8pm and 10pm. Passoã says this shift aligns with broader changes in drinking behaviour, as cocktail occasions move earlier in the day.
“With an ABV below 20%, Passoã naturally fits lighter, early-evening drinking moments, delivering flavour, colour and refreshment without the heaviness of higher-proof spirits,” De Groot-Trivulzio added.
Global activations and bar partnerships
To support the on-trade, Passoã will roll out a series of activations throughout 2026. These include a new Sunset Tracker on the Passoã website, which will notify consumers two hours before sunset in their city and direct them to recommended Passoã bars and sunset locations.
Partner Content
The campaign will also feature partnerships with more than 40 flagship bars worldwide, each acting as a local activation hub with increased Passoã visibility. Trade-facing communications will highlight the brand’s versatility across spritzes, frozen cocktails, twists on classics and flexible 1+1 serves.
These serves can be mixed with orange juice, lemonade, tonic or a bartender’s soft drink of choice, allowing operators to tailor menus to local preferences.
The strategy reflects current consumer behaviour. CGA by NIQ data shows that 46% of Margarita drinkers purchase flavoured Margaritas, with 60% of those consumers drawn to tropical flavours (The Mixed Drinks Report H2 2024). The ongoing popularity of spritz-style serves also supports lighter, aperitif-led occasions, particularly during summer months (IWSR, 2025).
Building on cocktail credentials
Passoã is also leaning on its role in the Pornstar Martini, one of the world’s best-selling cocktails. The serve continues to rank among the top 20 cocktails globally and remains the No.1 cocktail on Difford’s Guide in 2026.
The brand’s visual appeal is another pillar of the campaign. Instantly recognisable by its bottle and the liquid’s vibrant colour, Passoã says it offers strong on-menu and social media impact.
“With its instantly recognisable bottle and the liquid’s unique, vibrant colour in the glass, Passoã creates cocktails that stand out on menus, on bar tops and on social media, helping to drive trial, visibility and repeat orders,” said De Groot-Trivulzio.
She added: “Copycat brands exist because Passoã exists. As the original passion fruit liqueur, it established the flavour profile, colour and usage cues that others now imitate. For bartenders and consumers alike, Passoã remains the reference point against which alternatives are judged.”
The Taste the Sunset campaign positions Passoã as a summer 2026 listing opportunity and beyond, as the on-trade continues to adapt to lighter, earlier and more daytime-led drinking occasions.
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