Disaronno is marking its 500th anniversary with the launch of five limited-edition bottles, available from October across grocery, convenience and specialist retailers.
The designs – titled Passione, Bellezza, Dolcevita, Stile and Eleganza – aim to drive shopper interest in the run-up to the festive season.
The launch will be supported by a multimillion-pound campaign spanning in-store, in-bar, broadcast, print, social, PR and retail media.
It follows a strong year for Disaronno Originale, which grew +2.7% in value and +0.4% in volume, outperforming the Non-Cream Liqueurs market. Parent company Disaronno International UK was the only top 20 spirits brand in growth MAT, up +0.2% against a total spirits decline of -8.9%.
Disaronno’s origins date back to 1525, with the current recipe rediscovered in 1600 by Giovanni Reina. The brand is now sold in over 160 countries.
