First Drinks Brands, which distributes Disaronno in the UK, is planning a raft of marketing initiatives for the liqueur brand this summer, with the particular aim of further driving sales among fashion-conscious young women.
 
Building on a programme from last year, First Brands is offering consumers an exclusive opportunity to win "the ultimate makeover" from the "Disaronno Amaretto Style Squad". The promotion is aimed at boosting sales in both on- and off-trade sectors. The squad is a team of beauty experts which will be touring the UK, visiting Brighton, Bristol, Birmingham, Leeds, London and Manchester, during June and July.

There will also be additional investment in tailored trade promotions to provide further incentive for consumers to purchase.
 
Running across the on-trade from July, the Disaronno Pitcher Perfect campaign will promote new ways for consumers to drink Disaronno as a refreshing pitcher. Disaronno Pitcher Perfect kits will be supplied to participating outlets, adding further brand visibility through branded point of sale material and pitchers to promote the serves to a wide audience, First Brands said.

There will also be a neck-collar promotion aimed at stressing Disaronno's versatility as a base for long drinks, with the tagline 'Dive into Disaronno'. From July, retailers can benefit from the neck-collars which will be on 100,000 50cl bottles of Disaronno. Prizes in the neck-collar promo include a week-long holiday for four to Sardinia and Alessi. Cocktails kits are also on offer, while branded ice stirrers can also be won.
 
"Disaronno's impressive growth rate is reflective of the consumer response to our various style-focused campaigns," said Mark Collins, brand manager for Disaronno at First Drinks Brands. "These style-led campaigns accentuate the brand's long association with fashion and raise Disaronno's profile within its target audience to drive sales in both the on- and off-trade."