Fior Brands re-launches Midori

Fior Brands has unveiled a new bottle design and health-conscious recipe modification for its melon liqueur Midori.

The new look was launched today and will be available from wholesalers from next month.

The new bottle design involves a more stylish and feminine look, the main changes being a slimmer, sleeker bottle shape and a simplified front label with a glittering hologram.

The new recipe sees a 20 per cent sugar reduction, following feedback from the bar trade.

Midori UK marketing manager Nicki Daw said the bottle was in need of rejuvenation, having never had a redesign since the brand's launch in 1978.

"The old glass was incredibly heavy and has a rather serious label. It was beginning to look incredibly dated," she said, and described the new version of Midori as a "more contemporary look and recipe modification".

Daw added: "The original recipe is of exceptional quality and popularity, hence the spectacular sales performance of +4 per cent per annum over the past five years.

However, with worldwide government and health-conscious consumer pressure for a general reduction in sugar consumption, we have investigated and found that we can afford to reduce Midori's sugar content by 20 per cent without adversely affecting the taste or its versatility as a cocktail ingredient."

The re-launch will be supported by new TV and magazine advertising to be shown in Scotland and the North East before being rolled out nationwide next year. There will also be new point of sale material for the trade.