The long-established coffee liqueur brand Tia Maria has been given a make over. Created from a blend of Jamaican coffee combined with vanilla, cane spirit and sugar, the liqueur is produced by industry giant Pernod Ricard through its Malibu-Kahlúa International subsidiary.

While retaining the classic Tia Maria bottle shape, a refreshed logo, embossed cartouche on the bottle neck and swirling label illustration all add up to a more contemporary look designed to appeal to its core consumer. The new packaging is the first element of a global campaign to reinvigorate the brand which began in the UK in September.

Cyril Claquin, senior vice-president of marketing, Malibu-Kahlúa International, comments that the packaging redesign "elevates the Tia Maria brand to a more premium status with a contemporary, sophisticated look ".