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Tuaca to broaden appeal with heritage makeover

Published:  27 June, 2017

Hi-Spirits has unveiled a new heritage-inspired look for Tuaca Liquore Italiano, also designed to celebrate the spirit’s authentic credentials.

The revamped brand, available from the start of July, features a more classic shaped bottle, while the label has been updated to proclaim the tipple’s status as ‘Originale Italiano’.

In addition, bold graphics and strong Italian cues have been added to showcase Tuaca’s identity and reflect its “rich, genuine roots”.

The makeover had been designed to broaden the drink’s appeal in line with the increasing thirst for spirits with provenance, said Dan Bolton, managing director of UK distributor Hi-Spirits.

The aim was to return Tuaca to its "glory days", he added.

“With its Italian heritage and wonderful taste experience, Tuaca has the strength to further broaden and expand its popularity and the new packaging enables us to better communicate the brand message and personality,” he said.

Tuaca, which is said to have been created for Lorenzo the Magnificent - an Italian ruler in the 15th century, was acquired by US spirits company Sazerac in 2016.