Passoã, the world’s number one passionfruit liqueur, is marking its 40th anniversary in 2026 with the launch of a new global campaign – Taste the Sunset – designed to inspire bartenders, energise cocktail menus and unlock early-evening occasions.
First launched in 1986, Passoã has over the last four decades become synonymous with vibrant colour, tropical flavours and crowd-pleasing serves.
Commenting in this milestone for the brand, Laura De Groot-Trivulzio, CMO, Global Director Brands and Business Development at The Lucas Bols Company, said: “Launched 40 years ago, Passoã didn’t follow a trend, it defined one, and it remains the world’s number one passionfruit liqueur with heritage and credibility that other brands simply cannot replicate.”
At the heart of the anniversary campaign is Passoã’s role as the “gateway to your sunset escape”, celebrating the transition from daytime routine to spontaneous, social moments.
This focus on sunset occasions reflects a broader shift in consumer behaviour towards early-evening drinking, continuing to grow year-on-year.
According to CGA by NIQ’s The Mixed Drinks Report H2 2024, 63% of consumers now visit the on-trade in the early evening (5–8pm), compared to 49% in the late evening (8–10pm), making this an increasingly important moment for operators to capture.
This positioning aligns closely with broader shifts in drinking behaviour, as cocktail occasions continue to move earlier in the day Passoã (20% ABV) taps directly into the growing demand for lighter, early-evening and low-alcohol cocktail occasions.
To support the on-trade, Passoã will roll out a range of brand activations throughout 2026, including the launch of a new Sunset Tracker on the Passoã website, which notifies consumers two hours before sunset in their city and directs them to recommended Passoã bars and sunset spots.
The campaign will also be brought to life through partnerships with over 40 flagship bars worldwide, each acting as a local lighthouse with elevated Passoã visibility and activation.
These brand experiences will be supported by trade-focused communications showcasing Passoã’s versatility across refreshing spritzes, frozen cocktails, twists on classics and profitable, flexible 1+1 serves. Designed to adapt to local tastes, these simple serves can be mixed with fresh orange juice, lemonade, tonic or a bartender’s soft drink of choice, giving operators the freedom to tailor menus to their market.
Instantly recognisable by its iconic bottle design and, in the glass, by the liquid’s unique, vibrant colour, Passoã delivers cocktails with strong visual impact and highly Instagrammable appeal, as Laura explains: “With its instantly recognisable bottle and the liquid’s unique, vibrant colour in the glass, Passoã creates cocktails that stand out on menus, on bar tops and on social media, helping to drive trial, visibility and repeat orders.”
The Taste the Sunset campaign positions Passoã as a timely and commercially compelling choice for summer 2026 listings and beyond, offering operators a trusted flavour, a strong visual identity and a global platform designed to drive footfall, social occasions and early-evening consumption as drinking culture continues its shift toward lighter, brighter, daytime-led experiences.
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About the Passoã
Created 40 years ago, with a full-bodied sweetness that brings a twist and burst of zest to the palate.
Used within the original Pornstar Martini cocktail created by Douglas Ankrah in 2002, Passoã is the key ingredient within this iconic cocktail. Made with real passionfruit and no artificial flavours, Passoã is unmistakably tickled red with an intensely stimulating flavour.
It is a key ingredient in the UK’s most popular cocktail, the Pornstar Martini, a must-have in bars but also easy to make at home with friends. Passoã adds passion to any cocktail: it will give an exotic passionfruit twist to most cocktails (margarita, spritz, mojito, sangria) and can also be enjoyed in an easy refreshing mix with tonic, lemonade or orange juice.