DISARONNO LAUNCHES NEW BOTTLE AND STRENGTHENS ITS GLOBAL EVOLUTION

DISARONNO INTERNATIONAL, the Spirits division of the DISARONNO GROUP , presents the new Disaronno bottle, one of the most recognizable icons in the spirits world and a symbol of the most popular Italian liqueur in the world.

The new bottle represents a strategic renewal designed to respond to the needs of the contemporary consumer , consolidating its recognisability on international markets and enhancing the distinctive elements that have defined its identity over the generations, integrating them into a renewed visual language that is consistent with the evolution of the brand .

The new visual identity of the bottle was born at the end of a process of design, research and development , carried out together with Robilant and represents the first renewal of the identity in more than fifteen years.

The project was born with the aim of preserving the distinctive elements that have helped make the brand instantly recognizable, while introducing a more contemporary, premium language consistent with the evolution of the market and consumer expectations globally.

Taller, lighter, and brighter, the redesigned bottle retains distinctive elements such as its shape and iconic square cap. Among the new features are the introduction of Domenico Reina's embossed signature and the new DD (Disaronno & Domenico Reina) monogram , a tribute to the founder and the vision that helped define the brand over time. The color palette has been updated, incorporating a light Renaissance blue, blending heritage and modernity into a more vibrant and contemporary expression.

To accompany the launch of the bottle's new visual identity, the new campaign “ the Dolce Side of Life ” created by the agency 72andSunny is launched, an invitation to celebrate those moments that enrich everyday life: impromptu aperitifs, authentic conversations, spontaneous toasts and experiences shared with friends.

Set to the tune of Ryan Paris’ “Dolce Vita,” the campaign draws inspiration from the timeless charm of the Italian dolce vita reinterpreted in a contemporary key, inviting people around the world to rediscover the sweeter side of life , made up of simple, authentic and meaningful moments.

"With this campaign, we wanted to pay homage to the essence of Disaronno, reinterpreting it in an authentic and relevant way for today's consumers. In a context where people increasingly seek moments of genuine pleasure in everyday life, the Dolce Side of Life narrates the beauty of authentic, simple, and accessible experiences. Together with the new bottle identity, this campaign represents a significant evolution for the brand, which looks to the future while maintaining a strong connection with its heritage and the values that have always distinguished it," says Luca Picotti, Global Chief Marketing Officer.

Guido Chichierchia, Marketing & Trade Marketing Director Italy, adds: "Great icons never stand still: they evolve to continue speaking to people. The new Disaronno bottle reflects this journey precisely. It arrives in a year of extremely positive results, marked by the success of Dolce Nights and strong growth, and represents our way of looking to the future, enhancing what has always made the brand unique. A new expression of the same identity that millions of consumers recognize and choose every day."

The project is part of a particularly significant year marked by significant strategic initiatives, including the acquisitions of Zedda Piras and Amaro Averna, which are helping shape a new phase of growth for the organization as it looks to the future.

The new bottle will be gradually introduced in Italy and in Disaronno's main international markets , including the United States, the United Kingdom, the Netherlands, Belgium, and will then continue with the launch in all other markets.