Passoã links with Notting Hill carnival

Passoã, the passion fruit liqueur marketed by First Drinks Brands, is partnering the Sancho Panza street party at this year’s Notting Hill Carnival.

The brand has also launched a limited-edition bottle in Sainsbury’s stores nationwide to celebrate its association with the event. The carnival bottle will be rolled out in other retail outlets from September.

A new cocktail has also been created to serve throughout the carnival celebrations.  Passoã Fiesta is a combination of Passoã, vodka, cranberry, grapefruit and mango juices and is expected to be sampled to more than 20,000 carnival-goers.

Paul Curry, brand manager for Passoã, said: “The Notting Hill Carnival and in particular, the Sancho Panza party, is the ideal platform for us to encourage drinkers to experiment with Passoã.  It is an incredibly versatile liqueur and a popular choice for drinkers entering the category. We are looking forward to recruiting new consumers by demonstrating the brand’s credentials at the festival whilst celebrating Passoã’s Latin roots.”