Tuaca Redesign Celebrates Classic Italian Heritage

26th June 2017

Tuaca Liquore Italiano has been given a design makeover that celebrates its authenticity and heritage.   The new bottle design aims to broaden the brand’s appeal as consumers’ passion for spirits with provenance continues to grow.

The new bottle design has a more classic shape, while the label proclaims Tuaca’s status as ‘Originale Italiano’. Overall, the rebranding uses strong Italian cues and bold graphics to showcase Tuaca’s unique identity and reflect its rich, genuine roots. 

Legend has it that the liquid was created for Lorenzo the Magnificent, an Italian ruler in the 15th century during the Renaissance period.  In the 1930s, brothers-in-law Gaetano Tuoni and Giorgio Canepa recreated it and named it Tuaca, a combination of their names.  An importer from San Francisco brought the spirit to the USA in 1950.   

Tuaca also built a cult following in Brighton in the 1990s and still has a huge following in the area as the shot of choice in many bars and clubs.  US spirits company Sazerac acquired Tuaca in 2016, and Hi-Spirits is now distributing it in the UK.

Dan Bolton, managing director of Hi-Spirits, said: “Hi-Spirits is excited to maximise the potential for this unique brand, and we plan to drive brand awareness and great taste experiences, creating advocacy with consumers throughout the country.

“Tuaca already has very loyal drinkers among both bar professionals and consumers looking for authenticity.  With the new packaging, we can better communicate the brand message and personality. Part of our plan is to return Tuaca to its glory days in Brighton and beyond.  With its Italian heritage and wonderful taste experience, Tuaca has the strength to further broaden and expand its popularity.”

The new-look Tuaca will be supplied from the start of July 2017. POS is available to reflect the updated branding and drive visibility of Tuaca in outlet. For details, email Tuaca has an RSP of £23.   

For more information, contact Hi-Spirits on 01932 252 100, email, or visit

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