The new-look Chambord

The new-look Chambord

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Brown-Forman has revamped the bottle design for its Chambord black raspberry liqueur brand.

Market research, predominantly with bartenders in the UK and US, has inspired Chambord's new look, said Brown-Forman yesterday (24 June).

The design includes a rounder bottle and a less cluttered design to emphasise the Chambord brand name embossed around the mid-riff.

Brown-Forman is planning a bigger push for the French liqueur brand in the US, its largest market, and in other key markets such as the UK and Australia.

The group acquired Chambord in 2006 for US$251m from Chatam International and its operating subsidiary, Charles Jacquin et Cie.

The new 70cl bottle is available now to trade professionals in the UK, while 20cl and sample bottles will be available to retailers in October in preparation for the brand's key Christmas sales period.

Chambord was first produced in France's Loire Valley in the 17th Century and contains raspberries, Madagascar vanilla, Moroccan citrus peel, honey and XO Cognac.