Summer push for Disaronno

Disaronno is set to enjoy a heavyweight summer promotional campaign in the on-trade as First Drinks bids to maintain the Italian liqueur’s recent strong growth.

Disaronno continues to show strong growth ahead of the non-cream liqueur category at 18% and its summer marketing drive, part of a £5 million investment for 2009, is aimed at driving sales and awareness to new heights.

The consumer PR campaign will take its lead from this summer’s must-have fashion accessory, the parasol. The ‘Disaronno Parasol Boutique’ will involve a tie-up with fashion designers Antoni & Alison to create a limited edition Disaronno parasol.

Fronted by TV personality Jenni Falconer, the activity will involve a high profile media launch at the start of July and will reach in excess of 24 million target consumers over the summer.

Disaronno will also be running its Taste of Italy promotion in the on-trade over the coming months, with drinkers offered the chance to win one of ten holidays to Milan with £1,000 spending money, alongside Milan Continental Chocolate Collections from Thorntons. Over 2,000 comprehensive POS kits are now available to the on-trade.

The promotion will be supported by sampling in Edinburgh, Glasgow, Birmingham and Manchester during the month of July.

Mark Collins, senior brand manager for Disaronno at First Drinks, said: “We are aware of the difficult trading conditions being experienced by the industry at the moment, but we have built up strong relationships with consumers and are fully predicting Disaronno’s excellent growth figures will continue.

“We are also keen to support the trade during this uncertain time, with a programme guaranteed to drive profits and sales”.

Alan Lodge, 01.06.2009