Passoã links up with street party at Notting Hill Carnival
Passoã is to link up with the Sancho Panza street party at the Notting Hill Carnival for a second year, in a bid to introduce new drinkers to the liqueur via long drinks and cocktails.
Passoã is to link up with the Sancho Panza street party at the Notting Hill Carnival for a second year, in a bid to introduce new drinkers to the liqueur via long drinks and cocktails.
The brand has increased its support this summer following its successful partnership last year and has launched a new neck collar across the off-trade that offers consumers the chance to win VIP tickets to the street party, as well as Passoã cocktail kits and bottles of Passoã.
On-trade support includes kits comprising of Passoã-branded 3-litre jugs, trays, drip mats, glasses, tent cards and stirrers. A scratchcard offering the chance to win VIP tickets to the Sancho Panza is being given to consumers purchasing a 3-litre jug of Passoã with mixer.
Several new Passoã cocktails have also been created to promote brand versatility and will be available for purchase at the Sancho Panza party. The cocktails will also be pushed in the on-trade and on-pack via the neck collar. They include Passoã Latina, Passoã Mojito and Passoã on the Beach, which aim to bring to life the Latin-American heritage of the brand.
Victoria Olivier, senior brand manager for Passoã, said: "The Sancho Panza party at Notting Hill Carnival is the ideal platform for us to introduce new drinkers to Passoã via long drinks and cocktails. It is a versatile liqueur and a popular choice for drinkers entering the category. We believe the festival provides a great opportunity to engage with our target audience while celebrating Passoã's Brazilian roots."
The carnival takes place on August 26 and 27.
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