As the original producer Domecq tried to preserve a Veracruzan identity to its product, the name Kahlúa was chosen as a feature of its originality. Kahlúa means "House of the Acolhua people" in the Veracruz Nahuatl language spoken before the Spanish Conquest; then it was Hispanicized as Ulúa, forming the name of modern San Juan de Ulúa fortress. For more than 70 years, the alluring taste of Kahlúa has created more than just delicious drinks; it has ignited connections around the world. The Kahlúa brand has a very Mexican style . in 2007, Malibu-Kahlúa International began a series of strategic innovations, including the logo refresh, done by Brand Union.