UK: Disaronno set for GBP1.5m advertising push

By just-drinks.com editorial team | 3 October 2006

First Drinks Brands is rolling out a GBP1.5m TV advertising campaign for Italian Amaretto brand Disaronno over the coming months to drive UK sales.

The campaign, which will commence on 13 November and continue for six weeks, represents a 38% rise on previous TV advertising spends on the liqueur, distributed by First Drinks in the UK.

Andy Corris, brand manager for Disaronno at First Drinks Brands, said: "We have enjoyed a fantastic 2006 and seen very strong sales growth of 22%, outperforming the liqueurs market which is showing only 2% growth. We are also celebrating our CoolBrands accolade - Disaronno was the only liqueur recognised in this exclusive collection of brands for establishing a cool reputation among brand experts and consumers."

Disaronno is looking to target "image-conscious young women" with the 30-second advert featuring a young woman enjoying the drink with friends.

Sectors: Spirits

Companies: Disaronno