Managing director Pierre Pringuet said a new ad campaign, due to be launched at the end of this year, would target consumers who became fans of the liqueur 20-30 years ago.
Speaking at Pernod Ricard's full year results conference, Pringuet said: "Kahlua was a very trendy brand consumed by people in the 1970s and 1980s. Unfortunately that was 20 years ago and the average consumer is now in their 50s rather than their 20s, so we need to make a complete shift in advertising."
Kahlua is one of Pernod Ricard's 15 strategic brands, but Pringuet said it was a "difficult" one. Volume sales worldwide grew 4 per cent in the year ending June 30, 2007. Pernod's European sales grew by 4.5 per cent to €2,091 million during the year to June 30.