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June 28, 2021

Girolamo Luxardo’s two new liqueurs – Product Launch

By Olly Wehring

  • Category – Spirits, liqueurs, Italy
  • Available – Next week
  • Location – See below
  • Price – In the UK, Luxardo Antico SRP of GBP20 (US$28), Luxardo Maraschino Perla Dry Riserva Bicentenario SRP of GBP120, both per 70cl bottle

Italy’s Girolamo Luxardo is marking its 200th anniversary with the release of two additions to its liqueur portfolio.

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The pair hit the UK next week and will front the ‘Luxardo Secret Piazza’ activation, hosted at Hush bar & restaurant in London from 5 July to 30 September. The expressions comprise:

  • Luxardo Antico – a vermouth-style aperitif at 16.5% abv, and
  • Luxardo Maraschino Perla Dry Riserva Bicentenario – a limited edition 40% abv liqueur, with 12 of the 4,999 bottles destined for the UK

Both use Italian-harvested cherries as their bases, with Riserva Bicentenario featuring a 50-year-old distillate base. The limited-edition is packaged in a gift box with the bottle wrapped in straw “to replicate how early bottles were protected before shipping worldwide in the 19th Century”.

Earlier this year, family-owned Girolamo Luxardo, which also owns the namesake sambuca brand, updated its amaretto liqueur, a project that also included a reduction of the abv.

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Free Report
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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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