Macieira, Portugal’s iconic brandy, has kicked off celebrations for its 140th anniversary with a new look. The brand’s flagship Macieira Royal Spirit has just arrived on shelves in a brand-new 70cl bottle – though the “liquid and label remain exactly the same”.
The redesigned bottle, designed to be sleeker and more contemporary, is the main part of a campaign celebrating the brand’s evolution since its creation in 1885, featuring a video that takes viewers through iconic bottles from past decades, from the very first in 1885 to today’s updated version.
Macieira’s roots go back to 1865, when José Maria Macieira began trading olive oils, vinegars, wines, and other products. Years later, his son José Guilherme Macieira, trained in oenology in Cognac, France, returned to Portugal to found the brand. In 1885, Macieira launched its now-iconic brandy, which “quickly won over Portuguese consumers and became a category leader,” the company says in a statement.
International recognition followed early on, and the brand was later appointed as Supplier to the Portuguese Royal Household. Over the years, it earned admirers ranging from kings and poets like Fernando Pessoa to writers such as Jorge Amado. Today, Macieira is sold in more than 20 countries.
“Celebrating 140 years of Macieira Royal Spirit is celebrating a story of success, pioneering and excellence across generations,” said Ricardo André, Group Brand Manager at Pernod Ricard Portugal. “More than a legacy, Macieira is a brand that has modernised and adapted while staying relevant and close to consumers. Over almost a century and a half, it has consolidated its place as a reference brand, admired in Portugal and abroad, and remains alive in the memory and on the tables of successive generations.”
The new Macieira Royal Spirit 70cl bottle is already available in supermarkets and hypermarkets nationwide, with a recommended retail price of €13.69. It can also be found in most restaurants and bars across Portugal.
