GLOBAL: Pernod Ricard updates Kahlúa packaging
The company confirmed today (13 September) that the bottle and colour palette will be updated from next month. The new look, developed by Pernod's Malibu-Kahlúa International unit, is the first in what the company calls a series of strategic innovations planned this year.
As well as accentuating the premium cues of the product, the company said that the packaging will highlight the Meso-American positioning of Kahlúa, with illustrations of the Mexican landscape on the labelling. The back of the bottle will also include tasting notes and a history of the brand.
In the US, Kahlúa's recently launched flavours - Kahlúa Hazelnut and Kahlúa French Vanilla - will also benefit from the update. The three new bottle designs will be released simultaneously with varying local market availability based on stock.
"Kahlúa is a key brand within the Pernod Ricard global premium portfolio, and the new packaging is only one of many changes planned for 2007 that will fuel the brand's continued growth," said Susan Kilgore, marketing director for Kahlúa at Pernod Ricard USA.
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