Even the most iconic and enduring brands need a facelift here and there. Disaronno unveiled its new bottle design earlier this year in Europe. The bottle’s new look debuted in the U.S. in October. The older bottle featured a shorter, stockier neck. The newer version is now taller, lighter, and brighter. The makeover can be seen and appreciated from head to toe. For starters, there’s a redesigned square cap that features a more modern and distinctive look.
There are other special touches: Domenico Reina’s signature is now embossed directly onto the bottle, and there’s a new “DD” monogram, representing Disaronno and Domenico Reina, who comes from the Reina family and, as legend has it, began commercially producing the liqueur in Saronno, Italy, in 1900, more than 200 years after the Reina family rediscovered the recipe.
Disaronno’s history is fascinating, and it’s worth a read if you’re curious about the brand’s historic roots.
The new bottle design comes as Disaronno balances its rich history with a more contemporary look.
“Disaronno is a brand people recognize instantly, and the new bottle builds on that familiarity while giving it a fresh, more contemporary look,” says Marty Kuta, SVP & Managing Director at Disaronno International USA. “It feels unmistakably Disaronno, but also signals an exciting next chapter for the brand in the U.S. We’re looking forward to having it on shelves this fall and continuing to bring the Dolce Side of Life to consumers in new and engaging ways.”
‘The Dolce Side of Life’
Words to live by, right?
For the uninitiated, the bottle’s facelift comes as the brand launches a global campaign “inspired by the enduring appeal of la dolce vita … the campaign celebrates the simple, spontaneous moments that make everyday life special.”
If you’re inspired by the campaign, perhaps you’re ready for dolce hour, with a Disaronno Sour. You can find that recipe and more, like the Godfather and Dolcevita, HERE.
“With this campaign, we aimed to honor everything Disaronno has always represented while connecting authentically with the needs and aspirations of today’s consumers. More than ever, people are looking for moments of sweetness they can enjoy in their everyday lives,” says Luca Picotti, Global Chief Marketing Director of Disaronno International. “The Dolce Side of Life captures exactly that: the beauty of what is real, simple, and accessible. Together with our new bottle identity, this campaign represents an important step forward for Disaronno as we continue to evolve while staying true to our heritage.”
