Luxco Inc. relaunched its Purple Passion ready-to-drink cocktails with a new formula and retro-inspired packaging. The brand originally launched in 1986 and has undergone many transformations since then, the company says. Most recently, it was sold as a spirit-based, non-carbonated beverage with 13 percent alcohol by volume. Now, the brand features its original formulation, which consists of a wine base, 5 percent alcohol by volume and carbonation, it says. It also shifted from PET plastic bottles to 12-ounce glass bottles. A four-pack of bottles retails for approximately $7.99.
Luxco Inc., St. Louis
Distribution: Select markets