Midori’s ready to drink range underwent a makeover, following the launch earlier this year of an iconic new-look for its trademark bottle, part of the brand’s new ‘Say Hello to Refreshing Cocktails’ campaign.
The changes will apply to all three flavours of 275ml bottles of Illusion, Splice, Burst. The new bottles hit shelves this week.
“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,” said Midori brand manager, Natalie Waser.
“It was developed in response to new generation consumer insights and 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.”
As a leading spirits brand within the Beam Suntory premium spirits range, Midori is distributed in Australia by Coca-Cola Amatil as part of a long-term sales and distribution agreement, which also includes the manufacture of the full ready to drink portfolio.