By Andy Young

In a bid to refresh the brand’s appeal to a new generation of drinkers, Midori’s ready-to-drink (RTD) range has been given a makeover.

The changes are part of the brand’s new ‘Say Hello to Refreshing Cocktails’ campaign and will apply to the three flavours in the existing 275ml RTD range – Illusion, Splice and Burst. 

A key market for the brand, Australia has the second highest per capita consumption of Midori ahead of New Zealand, the UK and the US (source: IWSR 2016, Midori Melon Liqueur volume by capita).

“The new design represents slices of Midori’s distinct Japanese melons, the rich and succulent flavour of the yubari melon and the fresh and vibrant taste of the musk melon,” says Midori Brand Manager, Natalie Waser.

“It was developed in response to new generation consumer insights and as well as improving the brand’s shelf standout, it’s tested really positively with our target market of 18-29 year-old males and females looking for a drink to suit those low energy, relaxed drinking occasions.” 

Midori part of the Beam Suntory portfolio and as such is distributed by Coca-Cola Amatil (CCA) in Australia. CCA said that the Midori RTD packaging re-launch “will be supported with experiential and in-store trade activations to drive trial and relevance”.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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