Kahlúa, the number one coffee liqueur, has launched a new bottle design with stronger coffee cues together with a more contemporary brand image. The pack refresh is set to capitalise on the growth of the brand’s Original SKU, which has increased 90.6% in value over the last 12 months as consumers have embraced at-home cocktail making.
The new bottle design expresses the brand’s authenticity in a bold way, heroing coffee liqueur messaging with an emphasis on real coffee claims and Mexican provenance. It also features a new brand logo complemented by a matt label finish to enhance the modern look and drive on-shelf appeal.
Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, said: “Kahlúa is in double-digit growth as consumers have been experimenting with serves such as the Espresso Martini at home, and the brand is set to continue this momentum with an eye-catching new look that will enhance its visibility on-shelf. The pack refresh is a natural evolution for the brand, and we’re confident it will attract coffee lovers and recruit incremental shoppers to the category.”
Along with the new bottle design, Kahlúa Original has reduced its ABV to 16% to address evolving consumer trends towards conscious drinking and lower-alcohol options, whilst offering the same rich and distinct flavour the coffee liqueur brand is known for.
The new Kahlúa bottle will be rolled out across the Off-Trade from mid-May and will be available from all major wholesalers.
 AC Nielsen | Off-Trade Total Value Sales | MAT to 27.03.21