Passoã Appoints Quince to Lead Global 40th Anniversary Trade & Hospitality PR

Passoã, the original and world’s No.1 passion fruit liqueur and part of The Lucas Bols Company, has appointed Quince Creative Communications to lead trade and hospitality PR for its global 40th anniversary campaign.

The appointment will see Quince manage global trade communications, supporting Passoã’s milestone year and the launch of its global campaign, Taste the Sunset. The platform celebrates Passoã’s role behind the bar over the past four decades, while reinforcing its relevance for modern cocktail menus, early-evening occasions and summer 2026 listings.

First launched in 1986, Passoã has become a fixture of cocktail culture worldwide, best known as the original passion fruit liqueur and a key ingredient in the original Pornstar Martini.

The anniversary campaign is designed to strengthen Passoã’s reputation within the hospitality industry, highlight its versatility across contemporary serves, and influence menu decision-makers at a crucial planning moment for the on-trade.

Quince’s remit includes the development and delivery of a targeted trade PR programme, spanning campaign announcements, thought leadership and menu inspiration content, supported by strategic media partnerships in leading hospitality and drinks titles.

Laura De Groot-Trivulzio, CMO, Global Director Brands and Business Development at The Lucas Bols Company, said: “As I step into my new role at The Lucas Bols Company, I’m excited to be working with Quince again and to see how this campaign comes to life for Passoã during such an important milestone year. The 40th anniversary is a brilliant opportunity to reinforce Passoã’s credibility behind the bar and its continued relevance for today’s operators.”

Charlotte Dovey, Founder of Quince Creative Communications, added:

“Passoã is an iconic brand with genuine heritage behind the bar, and its 40th anniversary is a moment that deserves to be celebrated properly within the trade. This campaign isn’t just about looking back, it’s about showing why Passoã still works commercially on modern cocktail menus. We’re thrilled to be partnering with Laura and the wider Lucas Bols team to bring Taste the Sunset to life across key global markets.”

The campaign will roll out throughout 2026, with a strong focus on supporting bartenders and operators as they plan cocktail menus for the peak summer season.