Disaronno is marking its 500th anniversary since the original recipe of the Italian liqueur was discovered, with the launch of five Limited Edition bottles that will be available across grocery, convenience and specialist retailers from October.
The anniversary designs – titled Passione, Bellezza, Dolcevita, Stile and Eleganza – are aimed at capturing attention on shelf and driving shopper interest in the run-up to the key festive season.
The launch concludes a successful year for Disaronno Originale, which continues to outperform the Non Cream Liqueurs market, growing 2.7% in value (versus the market +1.5%) and 0.4% in volume (versus the market -0.7%).
Peter Dries, Regional Trade Marketing Director, Northwest Europe at Disaronno International, commented: “The launch of our stunning Limited Edition bottles is the perfect way to round off an outstanding year for the brand. Our multimillion-pound campaign will be visible in-store, in-bar, and across ATL, social, PR, retail media to support a milestone year for Disaronno. As we celebrate 500 years of heritage, we’re also looking firmly to the future, continuing to inspire consumers with timeless Italian style and taste.”
50cl bottles will be on a festive promo at £13.50 from late October at Sainsbury’s and early November at Tesco. A 70cl version will be available on Amazon for £20.78.
