Louisville, Kentucky (March 1, 2016) – Now that Sazerac’s purchase of Tuaca (pronounced Tu-wa-ka) is complete, the company is eager to delve into the brand, explore its heritage, and plan for its future.
Originating in Italy, Tuaca is a brandy based spirit with roots that reportedly can be traced back to the Renaissance period. During World War II, American servicemen stationed in Livorno, Italy discovered the unique flavor of Tuaca and searched in vain for it upon their return to America. In the late 1950s an astute importer brought Tuaca to the United States.
Traditionally Tuaca is served as an icy cold shot, but the vanilla citrus flavor makes it highly versatile for a range of mixed drinks from hot to cold, sweet to sour.
Sazerac will be developing its comprehensive global strategy for Tuaca in the coming months, including evaluating the current packaging before making determinations about any specific changes. The brand’s heritage is expected to be played up in the new brand strategy.
“We’re excited to add Tuaca into the Sazerac family of brands as it is a nice complement to our existing brands in our portfolio,” said Rebecca Henry, senior marketing director. “We look forward to growing the brand’s footprint both on and off premise.”
About the Sazerac Company
Sazerac is one of New Orleans’ oldest American family owned, privately held companies and has operations in New Orleans, Louisiana; Frankfort, Bardstown, Louisville and Owensboro, Kentucky; Fredericksburg, Virginia; Carson, California; Baltimore, Maryland; Lewiston, Maine; Manchester, New Hampshire; and Montreal Canada. For more information on Sazerac, please visit www.sazerac.com.