Pernod Ricard UK is to introduce new packaging for Tia Maria during September to make it appear more mixable.
The packaging is aimed at appealing more to the brand's target audience of style-conscious women.
The bottle shape remains the same but the logo, brand font and cap have been given a more fluid appearance, with swirling red and gold lines intended to emphasise the mixability of the liqueur.
Pernod Ricard UK marketing head Patrick Venning said: "The packaging change is a significant move for such an established and well-recognised brand, and is the first in a series of activities to increase its relevance as a sociable, modern and mixable spirit to a contemporary female audience."
He added: "Placing Tia Maria on optic will help highlight this new packaging, further increasing profit potential, since an impressive back bar can provide massive benefits on rate of sale. One that is well-stocked and well-presented adds theatre and interest rather than just presenting consumers with a wall of bottles."