Passoã, the world’s No.1 passion fruit 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, the platform reinforces Passoã’s role at the heart of modern cocktail culture.
First launched in 1986, Passoã has spent four decades behind the bar, becoming synonymous with vibrant colour, tropical flavour and crowd-pleasing serves. As Laura De Groot-Trivulzio, CMO, global director brands and business development at The Lucas Bols Company, explains: “Launched 40 years ago, Passoã didn’t follow a trend… it defined one, and it remains the world’s No.1 passion fruit 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, with early-evening visits 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 taps directly into the growing demand for lighter, early-evening and low-alcohol cocktail occasions. “With an ABV below 20%, Passoã naturally fits lighter, early-evening drinking moments, delivering flavour, colour and refreshment without the heaviness of higher-proof spirits,” says De Groot-Trivulzio.
To support the on-trade, Passoã will roll out a suite of 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 activations 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.
This flexibility reflects current consumer behaviour, with 46% of Margarita drinkers purchasing flavoured Margaritas, and 60% of those consumers drawn to tropical flavours (CGA by NIQ, The Mixed Drinks Report H2 2024). The continued popularity of spritz serves further underlines the enduring appeal of lighter, aperitif-style drinking occasions, particularly during the summer months (IWSR, 2025).
As the original liqueur behind one of the world’s best-selling cocktails, the Pornstar Martini, which continues to rank among the top 20 cocktails globally and remains the No.1 cocktail on Difford’s Guide in 2026, Passoã is well positioned to capitalise on the ongoing trend for tropical escapism.
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. “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,” De Groot-Trivulzio adds.
“Copycat brands exist because Passoã exists. As the original passion fruit liqueur, it established the flavour profile, colour and usage cues that others now imitate. For bartenders and consumers alike, Passoã remains the reference point against which alternatives are judged” adds De Groot-Trivulzio.
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.
