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Girolamo Luxardo has updated the look of its namesake amaretto liqueur, with the expression also being the subject of a strength reduction.

The privately-owned Italian company, which celebrates its 200th anniversary this year, has unveiled a packaging refresh for Luxardo Amaretto that coincides with the drop of abv from 28% to 24%. Reasons behind the decision to cut the alcohol content were not disclosed, although Luxardo maintained that the new liquid “carries the same depth of flavour”.

The update, which kicks off in the UK this month, centres around a revised label. Further markets are due to receive the new packs over the coming months.

As well as the amaretto liqueur, Luxardo is best-known for its sambuca, also under the namesake brand.

Last month, Italian peer Illva Saronno added a cream liqueur expression to its Tia Maria portfolio. Saronno acquired the brand from Pernod Ricard 11 years ago.

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By GlobalData