UK: First Drinks Brands rolls out Disaronno campaign

By just-drinks.com editorial team | 1 June 2009

Italian liqueur Disaronno is to benefit from a GBP5m (US$8.2m) marketing drive in the UK, distributor firm First Drinks Brands has said.

The consumer PR campaign, entitled 'Disaronno Parasol Boutique', will involve a tie-up with fashion designers Antoni & Alison to create a limited edition Disaronno parasol, First Drinks said today (1 June).

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

Disaronno will also launch a "Taste of Italy" promotion for the on-trade in the next few months with the opportunity to win ten holidays to Milan with GBP1,000 spending money.

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."

A website to support the promotion www.disaronno.co.uk/parasolboutique will launch in mid-June.

Sectors: Spirits

Companies: Disaronno