Disaronno Amaretto liqueur invests in marketing

Building on its hugely successful launch last year, Disaronno's partnership with the Style Squad steps up a gear this summer. Offering consumers an exclusive opportunity to win the ultimate makeover, the Disaronno Amaretto Style Squad aims to heighten brand awareness amongst consumers to boost sales in both the on and off-trade.

n addition, added investment in tailored trade promotions will provide further incentive for consumers to purchase, increasing the brand's recent strong growth which has capitalised on high awareness levels.

Running across the on-trade from July will be the high impact Disaronno Pitcher Perfect campaign, promoting stylish new ways for consumers to enjoy Disaronno as a refreshing pitcher at their favourite on-trade outlets. Disaronno Pitcher Perfect kits will be supplied to participating outlets, adding further brand visibility through branded point of sale and pitchers to promote the serves to a wide audience. Branded point of sale and pitchers will promote the serve in outlet and are sure to be popular this summer.

Also capitalising on this major brand investment will be the off-trade. The Italian brand will focus on encouraging consumers to Dive into Disaronno via a neck-collar promotion, demonstrating the versatility of the brand and how Disaronno can be enjoyed in a range of easy-to-make refreshing long drinks. From July, retailers can benefit from the neck-collars which will be on 100,000 50cl bottles of Disaronno. Prizes including a luxury week-long holiday for four to Sardinia and Alessi cocktails kits worth 110 are on offer. Branded ice stirrers can also be won.

Disaronno Amaretto continues to grow aggressively ahead of the market and major liqueur competitors across both the on and off-trade.

Mark Collins, brand manager of Disaronno at First Drinks Brands says: "Disaronno's impressive growth rate is reflective of the consumer response to our various style-focused campaigns. These style-led campaigns accentuate the brand's long association with fashion and raise Disaronno's profile within its target audience to drive sales in both the on and off-trade.

"The Disaronno Amaretto Style Squad activity will be even bigger and better this year. We aim to drive massive amounts of awareness amongst our target consumers and drive them to seek out the brand in both the on and off-trade, where the Disaronno Pitcher Perfect' and Dive into Disaronno' campaigns will give them that extra added incentive to purchase."

Mark adds: "Volume and value growth is being driven by consumer demand. Through our style-driven summer campaigns, we are establishing ourselves not only as a major brand in the category, but also one with flair."

The Disaronno Amaretto Style Squad team of beauty experts will be touring the UK -
Brighton, Bristol, Birmingham, Leeds, London and Manchester - in June and July. Lucky winners will receive luxury pampering sessions, while a personal mixologist serves up delicious Disaronno cocktails.

Consumers can enter the Style Squad competition online at: www.disaronno.co.uk/stylesquad