Malibu-Kahlúa International has updated the packaging for Tia Maria as a first step in a campaign to reinvigorate the brand.

The Pernod Ricard-owned company said today (6 September) that the new look includes a refreshed logo and has been inspired by the curves of the female body, which "elevates the Tia Maria brand to a more premium status with a contemporary, sophisticated look".

Pernod said it plans to back this month's packaging launch with 3,000 on-trade point of sale kits as well as online activity with select grocery multiples and extensive in-store visibility.

Pernod Ricard UK head of marketing Pat Venning added: "This is the first step in refreshing and reinvigorating the Tia Maria brand, which we are confident will fuel its continued growth."