Contemporary image for Tia Maria

Pernod Ricard has updated the packaging for Tia Maria as the first step in a campaign to reinvigorate the brand.

The new-look bottle has been designed to appeal to the brand's predominantly female target audience and features a revamped label and embossed logo.

The overhaul will be backed by online activity and a programme of in-store sampling.

Head of marketing Patrick Venning said: "The packaging change is a significant move for such an established and well-recognised brand, and is the first in a series of activities to increase its relevance as a sociable, modern and mixable spirit to a contemporary female audience."

Pernod Ricard has repackaged Jameson Irish Whiskey in a move to strengthen the brand's premium credentials. The changes include a new bottle shape and a stronger emphasis on the brand's Irish provenance.