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

The company said yesterday (19 November) that the GBP2m (US$4.1m) campaign, involving the 30 second advertisement entitled Pass the Pleasure Around, will run for seven weeks across ITV, C4, C5 and Multi Channel in the run up to Christmas.

Mark Collins, brand manager for Disaronno at First Drinks Brands said: "Disaronno is the third largest brand in the non-cream liqueur category and is enjoying a year of outstanding double digit volume and value growth in the off trade. This impressive sales growth comes on the back of strong growth in recent years and we are expecting to see this trend continue."

The advert, which features a young woman enjoying Disaronno over ice with a group of friends, is tailored to target image-conscious 20- to 35-year-old women, the company said.

Collins added: "As the category leader, Disaronno is a must stock brand which will enjoy high demand over the Christmas period. Recent sponsorship links with www.mysinglefriend.com and top Italian icon - Vespa - have supported the brand image of effortless, sociable style and we're confident that this targeted approach, along with the brand's premium quality, will drive profit and sales at this key time of year."