Purple Passion

April 23, 2014

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
Telephone: 314/772-2626
Internet: www.luxco.com
Distribution: Select markets

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