Disaronno refreshes its image with a new bottle that marks a further step in the brand's international development and comes in a year of significant evolution for the Disaronno Group's Spirits division, recently led by the acquisitions of Amaro Averna and Zedda Piras.
The restyling, carried out in collaboration with Robilant through a complex process of design, research, and development, represents the first change to the bottle's identity in over fifteen years and was conceived to strengthen the product's recognition on international markets while preserving the elements that have defined its image over the generations.
The new bottle is taller, lighter, and brighter, but maintains its characteristic shape and iconic square cap—two traits immediately associated with the liqueur—while simultaneously introducing a series of innovations designed to give it a more contemporary look, consistent with evolving consumer expectations.
New elements include Domenico Reina's embossed signature and the new DD monogram, an acronym for Disaronno and Domenico Reina, designed as a tribute to the founder and the vision that guided the brand's development. The color palette has been updated with the introduction of a Renaissance-inspired light blue, chosen to combine the reference to Italian heritage with a more vibrant and contemporary expression.
The launch of the new bottle will be supported by the international campaign “The Dolce Side of Life,” created by the 72andSunny agency as an invitation to rediscover those simple, shared moments that enrich everyday life, from impromptu aperitifs to authentic conversations, including spontaneous toasts and experiences shared with friends.
Set to the tune of Ryan Paris's "Dolce Vita," the campaign captures the allure of the Italian dolce vita and reinterprets it in a contemporary way, reaching out to consumers around the world with a narrative built around the pleasure of authentic, accessible experiences that can add value to even the most ordinary occasions.
"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 are increasingly seeking moments of genuine pleasure in everyday life, The Dolce Side of Life showcases the beauty of authentic, simple, and accessible experiences," says Luca Picotti, Global Chief Marketing Officer.
Picotti also emphasizes how the campaign and the new bottle identity represent a significant evolution for the brand, which aims to strengthen its international presence while maintaining a strong connection with its history and the values that have accompanied its growth.
"Great icons never stand still: they evolve to continue speaking to people. The new Disaronno bottle reflects this journey precisely," adds Guido Chichierchia, Marketing & Trade Marketing Director Italy, noting that the project comes in a year marked by the success of the Dolce Nights and extremely positive results.
According to Chichierchia, the new packaging represents the brand's way of looking to the future, highlighting what makes it recognizable through a renewed expression of the same identity that millions of consumers know and choose across different markets.
The restyling is part of a phase of expansion and consolidation of Disaronno International's portfolio, recently strengthened by the addition of Amaro Averna and Zedda Piras, two acquisitions that are helping shape a new era of growth for the organization.
The new bottle will be gradually introduced in Italy and the brand's main international markets, starting with the United States, the United Kingdom, the Netherlands, and Belgium, and then gradually reaching all the other countries where Disaronno is marketed.
Disaronno International, the Spirits division of Disaronno Group, is present in approximately 160 countries with a portfolio that includes, among others, Disaronno Velvet, Tia Maria, The Busker Irish Whiskey, Engine Gin, Sagamore Rye, Rabarbaro Zucca, Artic Vodka, Isolabella Limoncello, and Sambuca, as well as the more recent Amaro Averna and Zedda Piras. The group, wholly owned by the Reina family, employs over 800 people and operates through three main business areas: spirits, wines, and ingredients.
