Passion fruit and cognac cocktail Alize is being given a facelift with a new shape bottle for greater impact on shelf.
The frosted presentation remains, as do some label elements of the original bottles, but the brand also gets foil printing and an enlarged name.
UK distributor J Wray & Nephew claimed the revamp had already proved a hit in the US. "We are recording double digit year-on-year growth patterns well ahead of target and the US experience demonstrates that the new presentation will give even further growth to both Alizé ¢rands," said Lisa Bell, Alizé ¢rand manager at J Wray. "This is a natural development for an important brand."