Passoã is marking its 40th anniversary in 2026 with a new global platform, Taste the Sunset, designed to grow early‑evening cocktail occasions and strengthen the brand’s role in simple, lighter serves shoppers can mix at home.
First launched in 1986, the world’s number one passion fruit liqueur has become synonymous with vibrant colour, tropical flavour and crowd‑pleasing cocktails.
The campaign positions Passoã as a “gateway to your sunset escape”, tapping into the shift toward earlier, more relaxed social moments. For the off‑trade, that translates into easy‑build serves and seasonal merchandising opportunities across summer and late‑afternoon occasions.
The platform also leans on Passoã’s link to one of the world’s best‑selling cocktails, the Pornstar Martini, which continues to rank among the top 20 globally and remains the number one cocktail in 2026, according to bartenders’ bible Difford’s Guide.
