In March 2016, US drinks firm Sazerac completed its acquisition of Tuaca from Jack Daniel’s maker Brown-Forman as part of a US$544 million deal that also involved the purchase of Southern Comfort.

Speaking to The Spirits Business last year, Mark Brown, CEO of Sazerac, said his company first tried to acquire Tuaca in 1998. Since its successful bid in 2016, the company has been “developing the brand to return to its original Italian heritage”.

“Tuaca is having its own modern day renaissance,” said Rebecca Henry, senior marketing director for Tuaca. “There is a rich story behind this great tasting spirit and we want to bring back the Italian heritage and authenticity that has been lost for so many years.”

Tuaca Originale Liquore Italiano will once again be made with imported Italian brandy and infused with Mediterranean citrus and vanilla spice to offer flavors of “caramel, citrus, dried fig, and honey”.

Sazerac is promoting the ice cold shot serve for Tuaca, and also as an ingredient in hot and cold mixed drinks.

Tuaca’s packaging and branding have also been “completely renovated”. A “sleek” bottle features a label that communicates Tuaca’s “original heritage” with a winged lion – said to be an Italian symbol of strength.

The brand’s origins can be traced back to the Renaissance period when its recipe is thought to have been created for Italian ruler Lorenzo the Magnificent. Tuaca was recreated and renamed by Gaetano Tuoni and Giorgio Canepa in the 1930s and entered the American market in the late 1950s.

Read more at source: The Spirits Business